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Neni Yulianita
Universitas Islam Bandung
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Journal : Bulletin of Community Engagement

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Peran Brand Ambassador dalam Meningkatkan Brand Awareness pada Produk Shampoo Pantene Rizkya Hantoro, Naditha; Yulianita, Neni
Bulletin of Community Engagement Vol. 3 No. 2 (2023): Bulletin of Community Engagement
Publisher : CV. Creative Tugu Pena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51278/bce.v3i2.901

Abstract

The focus of this research is to analyze the role of brand ambassadors in building brand awareness on YouTube Pantene Indonesia ads, especially on Pantene shampoo products. This research seeks to understand the contribution made by the brand ambassador, namely KeanuAGL, in increasing consumer awareness of the Pantene brand through advertisements displayed on the YouTube platform. Researchers used qualitative research methods with a case study approach. Data collection was carried out through several techniques, including in-depth interviews with research subjects, namely KeanuAGL fans who are the target audience for Pantene advertisements, observation of advertisements on the YouTube platform involving KeanuAGL brand ambassadors, literature studies, and online data searches to obtain information related to the subject. study. The results of the study show that the role of brand ambassador KeanuAGL in Pantene Indonesia YouTube ads plays an important role in building brand awareness. His presence provides a positive association between the Pantene brand and KeanuAGL's popularity and influence as a well-known celebrity and influencer. KeanuAGL effectively represents the Pantene brand by communicating the values and benefits of its products to the target audience. Keywords: Marketing Communications, Brand Ambassador, Brand Awareness, Advertising
Co-Authors Abbad Bani Adam Aghnia Dian Lestari Ani Yuningsih Anne Maryani Anne Ratnasari Annisa Permata Sari Asep Ahmad Sidik Asih Handayanti Bahri, Zulmauli Basari, Rambang Cucu Sulastri Dadan Mulyana Dadi Ahmadi Dedeh Fardiah Dena Delaeni Dhita Fahira Dian Mulyani Divya Rizky Kirana Dwi Muhammad Taqwa Eka Susilawati Eka Susilawati, Eka Elizabeth Ayuna, Novianty Fachry Abda El Rahman Fajarwati, Noerma Kurnia Farhan Hidayat Farraas Muhammad Hendroyono Fathonah, Delis Fauzi Fadhilah Firjatullah Irvanianto, Raihan Fitrianti, Rizqi Ganjar Kurniawan Ramdani Gissani, Muhammad Fikri Haerani , Hanni Indah Fitria Indah Fitria, Indah Ine Noviyanti Nur Ihsania Intan Nur Aziz Iqbal Yusra Karim Irvanianto, Raihan Firjatullah Iwan Seppriadi Julia Natasya Kusumalestari, Ratri Rizki Leti Karmila Luthfi Apriliasari Maman Suherman Marina Yuliani Maulana, Faisal Megi Primagara Meissya Kharisma Sukma Muhammad Daffa Alfarisi Muhammad E Fuady Muhammad Irsyad Sabiq Muhammad Raynaldi Arief Mujianto, Haryadi Muthia Febrianti Satari Atmadiwangsa Muthiah Umar Nabila Rahmaniya Nabila Secioria Nabilla Anasty Fahzaria Novianty Elizabeth Ayuna Novita, Sophia Nugraha, Septian Nur Fadhilah, Salma Nisrina Nurrahmawati Oesman, Maya Amalia Pangestu, Hadi Baku Purba, Ifkaristhy Panaya Rahayu, Asri Sri Rahman, Mufti Fauzi Rakhma, Meyla Tazqiya Rakhmatullah, Adhika Putra Rambang Basari Reina Fauzi Lestari Respitawulan Riska Yunisyah Imilda Rismanto Rismanto Rita Gani Rizka Satrio Priyambodo Rizky Noviansyah Rizkya Hantoro, Naditha Rosanti Utami Dewi S.Y Ruliana, Poppy Senjani, Sena Seppriadi, Iwan Septadinusastra, Vina Alvinia Sheila Angesti lativia Sherlina Rachmadiane Praditia Shulbi Muthi Sabila Salayan Putri Silmi Khoirunnisa Sophia Novita Subarsa Putri, Kinkin Yuliaty Sutisna Sutisna Syahrul Gunawan Taqwa, Dwi Muhammad Tresna Wiwitan Tresnawiwitan Witri Cahyati Yatnosaputro, Rosanti Utami Dewi Suyatman Yenni Yuniati Yogascitra Naufal Yogie Alontari Yuliani, Marina Yunda Melyanita YUSUF, RAMAYANI Zhillani, Fahmi Muhammad