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All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity) Sanskara Manajemen dan Bisnis PENG: Jurnal Ekonomi dan Manajemen
Oktaviyani, Dina
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Medicine & Pharmacology Social Sciences Other

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Pengaruh Brand Awareness dan Celebrity Endorsement Terhadap Blackpink sebagai Brand Ambassador Tokopedia Guna Meningkatkan Brand Image Oktaviyani, Dina; Arqy Ahmadi, Mirzam
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 1 (2025): Januari: Economics and business economics in Humanity
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/p335d317

Abstract

The partnership between Tokopedia and Blackpink as brand ambassadors has become a highlight in the marketing world. The development of communication technology and globalization has had a major influence on culture, including in Indonesia, with the emergence of the Korean Wave or Hallyu phenomenon, especially K-Pop. The popularity of K-Pop influences consumer behavior in making purchasing decisions. This study discusses the influence of Brand Awareness and Celebrity Endorsement on Blackpink as Tokopedia's brand ambassador in improving brand image. Through a qualitative approach that is a literature review, this study examines whether these factors influence Blackpink's role and its impact on Tokopedia's brand image. The results show that Brand Awareness and strong celebrity support can increase positive perceptions, visibility, and credibility of Tokopedia among consumers. This study concludes that celebrity endorsement is effective in improving Tokopedia's brand image in the Indonesian e-commerce market.
The Influence of JKT48 as Brand Ambassador, Brand Image, and Brand Schematicity of Erigo Apparel on Purchase Behavior Oktaviyani, Dina; Abas, Novel Idris
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2024: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.5396

Abstract

Purpose: The study examined how the habit of purchasing high-end customer erigo apparel was influenced by the jkt48 selection asa brand ambassador. Methodology: The research employed a quantitative approach, utilizing Smart PLS for data analysis. A survey was conducted among 275 millennial respondents to gather data on their purchasing behavior, perceptions of JKT48 and Erigo, and brand schematicity. Result: The findings revealed that both the brand ambassador JKT48 and brand image have a positive influence on purchasing behavior. However, brand schematicity was found to mitigate the impact of these factors. This indicates that while a strong brand ambassador and positive brand image can drive purchases, a highly established brand schematicity may reduce the effectiveness of these marketing strategies. Applications/Originality/Value: The insights gained from this study can be valuable for fashion brands in developing effective marketing strategies. By understanding the interplay between brand ambassadors, brand image, and brand schematicity, marketers can optimize their campaigns to target specific consumer segments and drive sales. Additionally, the research contributes to the existing literature on consumer behavior and brand management.
Pengaruh Penggunaan Emoji Untuk Mereaksikan Kepuasan Pelanggan Terhadap Pembelian Dalam Pemasaran Digital Yanuari, Cika; Mawardani, Dhika Sekar; Oktaviyani, Dina
Sanskara Manajemen Dan Bisnis Vol. 2 No. 03 (2024): Sanskara Manajemen dan Bisnis (SMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/smb.v2i03.416

Abstract

Artikel ini mengeksplorasi bagaimana penggunaan emoji dalam komunikasi pemasaran digital dapat mempengaruhi kepuasan pelanggan. Penelitian ini menggunakan metode kuantitatif dengan sampel non-probabilitas untuk mengumpulkan data primer melalui kuesioner. Hasil penelitian menunjukkan bahwa emoji yang konsisten dengan konteks komunikasi merek meningkatkan persepsi positif dan kepuasan pelanggan. Emoji juga terbukti meningkatkan keterlibatan pelanggan dalam interaksi dengan pesan pemasaran. Penelitian ini memberikan wawasan baru tentang pentingnya ekspresi emosi dalam pemasaran digital dan menawarkan rekomendasi bagi para manajer untuk mengembangkan strategi respons yang efektif dalam menghadapi kegagalan layanan. Kajian ini menekankan perlunya pemahaman yang lebih mendalam tentang penggunaan emoji yang tepat untuk memperkuat hubungan antara merek dan konsumen dalam era digital.
Co-Authors Mawardani, Dhika Sekar Mirzam Arqy Ahmadi Novel Idris Abas Yanuari, Cika