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All Journal An-Nashiha: Journal of Broadcasting and Islamic Comunication Studies Triwikrama: Jurnal Ilmu Sosial Journal of International Accounting, Taxation and Information Systems
Prasetyawati, Happy
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of BTS as Tokopedia Brand Ambassador on Customer Loyalty Nabilla, Zulfa; Prasetyawati, Happy
Journal of International Accounting, Taxation and Information Systems Vol. 1 No. 3 (2024): August
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/jiatis.v1i3.64

Abstract

In this modern era, the use of the internet seems to be human daily food. There is no day without opening the internet, starting from news, information, entertainment and even shopping can be accessed via the internet. Tokopedia is an e-commerce that is quite influential in Indonesia today, this cannot be separated from a marketing communication strategy which is a tool to influence others, provide information and spread the promotion in marketing activities so that success occurs within the company. Tokopedia made Bangtan Sonyeondan or BTS, commonly known as its brand ambassador, as a marketing communication strategy in improving the brand image and loyalty of Tokopedia customers. The current study aims to determine the effect of BTS as a Brand Ambassador at Tokopedia on customer loyalty. The theory used in this research is Uses And Gratification theory. The results of the study show that BTS as Tokopedia's Brand Ambassador has a positive and significant influence on Customer Loyalty.
PENGARUH ELECTRONIC WORD OF MOUTH MELALUI TIKTOK TERHADAP BRAND AWARENESS SKINTIFIC Pramesti, Elisa; Prasetyawati, Happy
Triwikrama: Jurnal Ilmu Sosial Vol. 7 No. 8 (2025): Triwikrama: Jurnal Ilmu Sosial
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.6578/triwikrama.v7i8.11856

Abstract

Kemajuan teknologi menjadikan berkembangnya alat komunikasi atau informasi seperti media sosial. Penggunaan media sosial ini berdampak bagi semua kalangan karena dapat dengan mudah mengakses informasi, pengetahuan, hiburan, berkomunikasi, dan bahkan melakukan aktivitas jual beli. Banyaknya media sosial yang muncul di era digital mempermudah akses informasi para penggunanya. Salah satu media sosial adalah Tiktok yang penyebaran informasinya berupa video pendek. TikTok ini muncul sebagai sarana baru bagi konsumen untuk menyampaikan pengalaman, berbagi opini, dan memberikan rekomendasi terhadap produk atau layanan yang digunakan kepada penggunana lainnya. Fenomena ini dikenal sebagai EWOM (Electronic Word of Mouth), EWOM di TikTok menjadi strategi penting bagi beberapa merek untuk meningkatkan Brand Awareness. Skintific adalah salah satu merek perawatan kulit yang menjadi diperbincangkan di media sosial Tiktok. Skintific menggunakan Tiktok untuk menghasilkan konten video yang kreatif, informatif, dan menarik perhatian di platform Tiktok dengan memanfaatkan fitur #ForYouPage di TikTok atau EWOM (Electronic Word of Mouth) sebagai strategi pemasarannya. Di dalam penelitian ini menggunakan metode kuantitatif dengan non-probability sampling dengan teknik Convenience Sampling kepada 100 responden dengan kriterianya adalah responden yang pernah melihat konten Skintific di Tiktok dan pernah menggunakan produk Skintific. Pengumpulan data melalui kuesioner dengan menggunakan Google Form. Uji data dalam penelitian ini mengggunakan SPSS versi 29. Hasil dari penelitian ini menunjukkan bahwa EWOM (Electronic Word of Mouth) melalui TikTok memiliki pengaruh yang rendah terhadap Brand Awareness Skintific dengan hasil 27,1% sementara sisanya adalah 73,9% yang tidak diteliti dalam penelitian ini.
Persepsi Khalayak Tentang Program “Tau Gak Sih” di TRANS7 Faturachman, Fajar Irsyad; Prasetyawati, Happy
AN-NASHIHA Journal of Broadcasting and Islamic Communication Studies Vol. 5 No. 2 (2025): Oktober : Jurnal AN-Nashiha Journal of Broadcasting and Islamic Communcation St
Publisher : Institut Pesantren Sunan Drajat Lamongan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55352/an-nashiha.v5i2.2219

Abstract

The "Tau Gak Sih" program is an educational information program included in the megazine tv show which is packaged attractively by doing voxpop to the public. Tau Gak Sih TRANS7 airs every Monday to Friday at 14.00 - 14.30 WIB. In addition to providing information that is not widely known, the Tau Gak Sih program provides educational shows with a relaxed and funny manner. The theory used is social judgment theory and individual difference theory. The research approach uses a quantitative survey method. The sampling technique used was convenience sampling by taking 100 samples of respondents from the program's audience. This study uses only one variable (univariate), namely the variable perception of the Tau Gak Sih program. The results showed that the perception of the audience of the Tau Gak Sih program was good and there was no significant difference. Based on the crossulation, there were differences in perceptions in the sub-dimensions of the narrative.
The Influence of BTS as Tokopedia Brand Ambassador on Customer Loyalty Nabilla, Zulfa; Prasetyawati, Happy
Journal of International Accounting, Taxation and Information Systems Vol. 1 No. 3 (2024): August
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/jiatis.v1i3.64

Abstract

In this modern era, the use of the internet seems to be human daily food. There is no day without opening the internet, starting from news, information, entertainment and even shopping can be accessed via the internet. Tokopedia is an e-commerce that is quite influential in Indonesia today, this cannot be separated from a marketing communication strategy which is a tool to influence others, provide information and spread the promotion in marketing activities so that success occurs within the company. Tokopedia made Bangtan Sonyeondan or BTS, commonly known as its brand ambassador, as a marketing communication strategy in improving the brand image and loyalty of Tokopedia customers. The current study aims to determine the effect of BTS as a Brand Ambassador at Tokopedia on customer loyalty. The theory used in this research is Uses And Gratification theory. The results of the study show that BTS as Tokopedia's Brand Ambassador has a positive and significant influence on Customer Loyalty.
Co-Authors Faturachman, Fajar Irsyad Nabilla, Zulfa Pramesti, Elisa