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All Journal Komunikator Bulletin of Community Engagement
Rizkya Hantoro, Naditha
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Religion Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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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
The Role of Broadcasting in Cultural Preservation: A Comparison of SMTV and Radio Barani Puspitasari, Euis Evi; Tabroni, Roni; Rizkya Hantoro, Naditha; Sutiandi
Komunikator Vol. 18 No. 1 (2026)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.v18i1.28763

Abstract

This study examines the role of broadcasting institutions in preserving local culture in the era of digital media convergence, using a comparative analysis of SMTV Sumedang and Radio Barani Bandung in West Java. The background of this research stems from the declining visibility of regional arts, languages, and traditions amid the dominance of popular content, while local media must remain technologically adaptable and institutionally resilient. Local broadcasting institutions occupy a strategic position because they function not only as information channels but also as custodians of community cultural identity. This research analyzes the institutional orientations, broadcast program strategies, human resource management practices, and digital adaptation strategies of the two institutions. The findings identify two distinct models of cultural preservation. Radio Barani represents a community-idealism model that emphasizes cultural authenticity through traditional broadcasting and community-driven live streaming, whereas SMTV reflects an industry-adaptive model characterized by professional management and cross-platform distribution of short-form digital content. The study shows how these two types of broadcasting institutions negotiate the tension between cultural preservation and the demands of media convergence within different institutional contexts. Theoretically, this study contributes to communication and broadcasting scholarship by proposing a comparative dual-model framework of local cultural preservation in convergent media environments. The findings highlight that community-based and industry-based broadcasters develop divergent yet complementary strategies to sustain local cultural identity in the digital era.
Co-Authors Neni Yulianita Puspitasari, Euis Evi Roni Tabroni Sutiandi