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Adiasri Putri Purbantina
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STRATEGI MARKETING GLOBAL LUXURY BRAND “LOUIS VUITTON” DALAM VALUE CREATION MELALUI FIGURE KOREAN WAVE Cut Mauliamala; Adiasri Putri Purbantina
Jurnal Ekonomika dan Bisnis Vol 9 No 1 (2022): Jurnal Ekonomika dan Bisnis UNISS
Publisher : Fakultas Ekonomika dan Bisnis Universitas Selamat Sri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51792/jeb.Vol9.Jeb1.118

Abstract

The Korean Wave is a global phenomenon that is currently developing and expanding in the world. As a result of the widespread cultural globalization, it has created an MNC luxury brand company to participate in utilizing Korean Wave figures in marketing and maintaining its brand image. The method they use is to make Korean Wave figures as the company's brand ambassadors. Through the mass of fans, luxury brand companies can trust in the ease of communicating with the world community regarding their products through these Korean Wave figures. This study combines the concepts of Global Marketing Strategy, Value Creation, Value Chain, and Brand ambassador (visibility, credibility, attraction (similarity, physical likability, and non-physical likability), and power) to identify Korean Wave figures who are appropriate in product campaigns. luxury brands. The result of this research is that by utilizing the globalization of the Korean Wave, luxury brand Louis Vuitton companies can easily market and maintain their brand value to global consumers, especially in the Asian market.
PENGARUH AKTOR KOREA DALAM STRATEGI MARKETING GLOBAL INNISFREE TAHUN 2015-2019 Matahari Adihapsari Saiful Bahri; Adiasri Putri Purbantina
Jurnal Ilmiah Ekonomi Bisnis Vol 26, No 3 (2021)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (3767.224 KB) | DOI: 10.35760/eb.2021.v26i3.3664

Abstract

Innisfree adalah salah satu brand ternama di bidang industri kecantikan yang telah ada selama 20 tahun. Ekspansi Innisfree sebagai sebuah perusahaan multinasional (MNCs) asal Korea Selatan sangat dipengaruhi oleh meledaknya popularitas budaya Korea (Korean Wave) secara global semenjak tahun 1990-an. Kondisi inilah yang dimanfaatkan oleh Innisfree dalam memasarkan produk mereka. Tulisan ini membahas mengenai strategi marketing Innisfree dalam menggunakan figur-figur Korean Wave sebagai brand ambassador dan celebrity endorser. Melalui pendekatan kualitatif, penelitian ini bertujuan untuk mengamati platform media sosial Innisfree semenjak tahun 2015 hingga 2019 guna melakukan evaluasi terhadap lima komponen utama seorang brand ambassador (i.e., transference, congruence, credibility, attractiveness, dan power) dan empat komponen utama seorang celebrity endorsers (i.e., testimonial, endorsement, actor, spokesperson). Penelitian ini mengekslporasi bagaimana sebuah strategi global marketing MNCs pada produk kecantikan berkaitan erat dengan fenomena globalisasi budaya yaitu Korean Wave. Innisfree mendapat keuntungan dari sebuah standar kencantikan baru yang dibawa oleh bintang Korean Wave.
Co-Authors Cut Mauliamala Matahari Adihapsari Saiful Bahri