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Irsyad Kamal
Universitas Padjadjaran
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Journal : Journal on Education

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Analisis Model AISAS dalam Menilai Efektivitas Brand Ambassador Asal Korea pada Aplikasi Mobile Kurnia Khafidhatur Rafiah; Irsyad kamal; Amalis Karisma
Journal on Education Vol 7 No 1 (2024): Journal on Education: Volume 7 Nomor 1 Tahun 2024
Publisher : Departement of Mathematics Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joe.v7i1.7027

Abstract

The global phenomenon of the Korean wave, including its influence in Indonesia, has encouraged many businesses in Indonesia to employ Korean brand ambassadors as part of their marketing strategies, both for conventional and digital products. Previous studies, particularly those related to digital products, have shown negative responses, which motivated the author to conduct this research. This study focuses on three objects, namely Bukalapak, Ruangguru, and SimInvest, with the aim of evaluating and comparing the effectiveness of using Korean brand ambassadors for each application. The research employs a qualitative method with a survey approach to gather rich and diverse responses. The sampling technique used is quota sampling, with 30 participants for each research object. The results indicate that the use of Korean brand ambassadors is considered effective, although there are differences in effectiveness across several indicators, such as search and action.
Co-Authors A. Malik Fajar Abdul Rosid Adhadian Akbar Adinugroho, Wahyu Catur Adzka Rosa Sanjayyana Agung Anggara Rudini Agus Santoso Amalis Karisma Amaliya Shofiana Andi Salamah Andreas Recki Prasetyo Anindita Nirkin Maheswa Aprih Santoso Arida Susilowati Iswanto Arif Rahman Ariyanto M Arrofaha, Nawwall Asyifa Anandya Athallah, Muhammad Ariq Baiq Farhatul Wahidah Bastanta Prawira Tarigan Cakranegara, Pandu Adi Carmeline, Benedicta Christina Cattleya Rejito Chitra Indah Sari Choeriyah, Siti CNAWP, Rizal Perlambang Cuk Jaka Purwanggono Darmawanto Darmawanto Deru R Indika (Universitas Padjadjaran - Indonesia) Desty Hapsari Kirana DEWI SARTIKA Dj, Arifhan Ady Etty Susilowati Farhany Richas Fathimah Azzahra Rahadian Fifi Gus Dwiyanti Fitria Sari Hapsari Widayani Hasan Basri Hety Devita ISKANDAR ZULKARNAEN SIREGAR Iwan Setiawan Jamaludin, Endang Johnny Chandra Joval Ifghaniyafi Farras Judijanto, Loso Komalasari, Ika Kurnia Khafidhatur Rafiah Kurnia Khafidhatur Rafiah KUSUMADEWI SRI YULITA Latifa Mischa Saqina Layyinaturrobaniyah Lukman Hakim M. Aqshel Revinzky M. Chairul Ihsan Matthew Olufemi Adio Medeilia Bernike Br Ginting Miradji, Moh. Afrizal Miswari Miswari Muhamad Aqshel Revinzky (Universitas Padjadjaran - Indonesia) Muhammad Aqshel Revinzky Muhammad Aqshel Revinzky Nizar Muhammad Hisyam Nadhir Muhammad Rispan Affandi Muhammad Rizki Perdana Nur Hayati Pandu Adi Cakranegara Prihastuti, Asepma Hygi Putra, Agus Rachmat, Henti Hendalastuti Rahlana Shidiq Azqar Ratih Pratiwi Rd. Rifqi Dwisanto Rini Armin Riri Cornellia Rizkiati Khasanah Rizky Ramadhan Rosari, Renya Safaruddin Saipul Al Sukri Salim Diarra Siska Yuli Anita Sonia Sischa Eka Putri Sulwani Husna Afrizal Sunu Widianto Supriyanto Susila, Susila Susilo Surahman Syaputra, Dhika Tuti Dharmawati Tuti Dharmawati Ubbadul Adzkiya' Yudi Azis Zet Ena