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All Journal PERSPEKTIF Medium : Jurnal Ilmiah Fakultas Ilmu Komunikasi
Nurazhari, Luthfiah
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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PENGARUH BRAND AMBASSADOR BLACKPINK TERHADAP BRAND IMAGE TOKOPEDIA PERIODE 2021 Nurazhari, Luthfiah; Putri, Yuliani Rachma
Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi Vol 10 No 1 (2022): Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi Universitas Islam Riau
Publisher : Fakultas Ilmu Komunikasi Universitas Islam Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/medium.2022.vol10(1).9244

Abstract

This study aims to find out how much Influence BLACKPINK Brand Ambassadors Have on Tokopedia Brand Image for the 2021 Period. Research is based on the phenomenon that occurs where the use of brand ambassadors is not always successful to improve the company's brand image. This happened during the appointment of Shopee BLACKPINK brand ambassador which led to controversy among the public with a petition to stop BLACKPINK advertising on social media because BLACKPINK used clothing and dance that was inappropriate with culture in Indonesia so that KPI gave a reprimand to Shopee to stop BLACKPINK advertising. But when Tokopedia used BLACKPINK as a brand ambassador, it received a positive response from the Indonesian people followed by an increase in the number of tokopedia web monthly visits in January 2021 so that it became the first position e-commerce beat Shopee when using BLACKPINK to become a brand ambassador. The variables used in this study are Brand Ambassador as an independent variable and Brand Image as a dependent variable. This research uses quantitative methods with data analysis techniques using simple linear analysis. This research resulted in an increase in brand ambassadors by one unit, so that the brand image will increase by 0.317 one unit. The influence of BLACKPINK brand ambassadors on brand image was 23.5%, so the remaining 76.5% was influenced by other factors not studied in this study. Keywords : Brand, Brand Ambassador, Brand Image
The Role of Communication Government in Advancing Culture for the Preservation of Jaipong Dance Nurazhari, Luthfiah; Nuraeni, Reni
PERSPEKTIF Vol. 14 No. 1 (2025): PERSPEKTIF January
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/perspektif.v14i1.13581

Abstract

Dance is a national identity that reflects a culture that must be preserved, but one of the Sundanese dances, namely jaipong, currently requires a strategy in maintaining its existence. This study aims to examine the role of government communication in efforts to preserve the art of Jaipong dance in the city of Bandung. The problem is focused on the effectiveness of government programs in maintaining sustainability and developing Jaipong dance in the midst of globalization. This research uses the theory of government communication in the promotion of culture. The data were collected through in-depth interviews and analyzed qualitatively. This study concludes that government communication through programs such as training, performance facilitation, coaching, and international promotion has made a significant contribution to the preservation of Jaipong dance. However, the study also identified several challenges, such as the lack of optimal quality of certification and the expansion of community participation. The results of this study provide important recommendations for the government, art actors, and the community in a joint effort to preserve the nation's cultural heritage.
Co-Authors Reni Nuraeni, Reni Yuliani Rachma Putri