PENETAPAN BRAND AMBASSADOR SEBAGAI UPAYA STRATEGI KOMUNIKASI PEMASARAN “RUANGGURU” DI ERA PANDEMI COVID-19

ABSTRAKKegiatan pembelajaran saat pandemi di Indonesia dilakukan secara daring. Perlu adanya dukungan media pembelajaran seperti yang disediakan oleh Ruang guru. Ruang guru merupakan penyedia media pembejaran yang bisa diakses menggunakan internet, sehingga memudahkan guru dan siswa saat proses belajar. Dengan persaingan yang terus bertumbuh, Ruang guru perlu memilih strategi komunikasi pemasaran yang tepat, salah satunya dengan menunjuk brand ambassador. Tahun 2021, telah dipilih lima brand ambassadors baru yang berasal dari kalangan artis. Pengabdian dilakukan untuk mengetahui perkembangan strategi komunikasi pemasaran Ruang guru melalui pemilihan brand ambassadors dan seperti apa respon masyarakat terkait hal tersebut. Metode pengabdian melalui proses tahapan, pelaksanaan, dan evaluasi. Diketahui bahwa masyarakat setuju akan terpilihnya brand ambassador Ruangguru 2021 dan dinilai mampu meningkatkan positif perusahaan. Teori strategi komunikasi pemasaran yang dilakukan adalah pull, push, dan profle strategies. Hasil akhir kegiatan PKL menunjukkan sebanyak 40 responden setuju atas pemilihan brand ambassador, diantaranya 28% memilih Prilly Latuconsina sebagai “ikon” Ruang guru paling sesuai. Selain itu, banyak pengguna yang setuju atas terpilihnya kelima brand ambassadors karena prestasi serta rekam jejak yang baik dari masing-masing brand ambassador. Saran yang dapat diberikan adalah kedepannya Ruang guru harus lebih meningkatkan kualitas konten dan lebih selektif memilih brand ambassador agar sesuai dengan visi dan misi perusahaan. Kata kunci: brand ambassador; pemasaran; ruang guru. ABSTRACTLearning activities during the pandemic in Indonesia are carried out online. There needs to be support for learning media such as those provided by Ruang guru. With the high rivalry in this industry, Ruangguru needs to choose the right marketing communication strategy, one of which is by appointing a brand ambassador. In 2021, five new brand ambassadors have been selected from among the artists. This community dedication held to know the effect of Ruang guru’s brand ambassadors and what’s public responses to it. The method is through a process of stages, implementation, and evaluation. The marketing communication strategies used are pull, push, and profile strategies. The final result showed that 40 respondents agreed with the selection of brand ambassadors and they be able to increase the company's positivity and of which 28% chose Prilly Latuconsina as the most compatible Ruang guru "icon". In addition, many users agree with the selection of the five brand ambassadors because of the achievements and good track records of each brand ambassador. Recommendations that can be given are that in the future Ruang guru should further improve the quality of content and be more selective in choosing brand ambassadors to fit in the company's vision and mission. Keywords: brand ambassador; marketing; ruang guru.

Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Dengan Trustworthiness Sebagai Variabel Intervening

This study aims to determine the effect of brand ambassador and brand image on purchasing decisions with trustworthiness as an intervening variable in the Yogyakarta Starcross distribution. the type of research used in this research is descriptive quantitative. The population used is the customer of the Starcross Yogyakarta distribution as many as 100 people. The sample used in this study is 100 customers using the sampling technique used is non-probability sampling using a data collection method using a questionnaire. The data analysis technique in this study used multiple linear regression. Based on the results of this study, brand ambassadors have a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, brand ambassadors have a significant positive effect on trustworthiness, brand image has a significant positive effect on trustworthiness, trustworthiness has a significant positive effect on purchasing decisions. In this case, trustworthiness as an intervening variable is able to mediate the relationship between brand ambassadors on purchasing decisions, and brand image on purchasing decisions.

Pengaruh Brand Image terhadap Keputusan Pembelian Konsumen

This study aims to determine the effect of "The Influence of Brand Image on Purchase Decisions Supported by Green Marketing and Brand Ambassador Variables on Moringa processed products and the Effect of Green Marketing and brand ambassadors on Brand Image". The type of research used is quantitative research and is included in explanatory research which in this study aims to explain the relationship of a variable with other variables to test hypotheses. Researchers also use questionnaires to obtain the data needed in the study. To obtain data, researchers used questionnaires which were distributed to consumers who know and become consumers of Moringa. The results in this study indicate that the brand image variable has a significant or positive influence on consumer purchasing decisions. The green marketing variable does not have a positive influence on consumer purchasing decisions. The brand ambassador variable has a significant influence on the consumer purchasing decision variables. The green marketing variable has a positive influence on the brand image variable. The brand ambassador variable has a positive influence on the brand image variable. Keywords: Brand Image, Green Marketing, Brand Ambassador, Purchase Decision, Significant

A Multimodal Discourse Analysis in Pantene Advertisement

Advertisement is a persuasive media aimed at persuading and influencing the public. Every day, the advertisement can be found anywhere, such as in a newspaper, television, radio, and also magazine. Pantene is a shampoo product that is very famous especially among women. Its advertisement can be found almost in every media. In this research, the researcher aims to investigate how Pantene Indonesian ads verbally and visually represent the image of women with beautiful strong hair and the ads’ differences by means of Halliday’s transitivity system (2014) and Kress and van Leeuwen’s (2006) point of view. This research also focuses on what the differences signify. The research analyzes Pantene’s advertisements. The data taken for this research are the Pantene Indonesian ads, focusing on the ads that show their brand ambassadors. The results of this research show that Pantene Indonesian ads describe women with strong hair as something that is coveted by women in Indonesia. Similarly, in Pantene International ads, the figure of a woman with strong and beautiful hair is described as a beautiful woman. In the Pantene Indonesian advertisement, it can be seen that ads makers use the implicit persuasive method, whereas, in the International Pantene, the method is explicit declarative employed which can be seen by viewers directly. These differences verify the stereotypes attached to the Indonesian and International market, namely being communal and individual, respectively.

Impact of Cristiano Ronaldo’s Attractiveness as Brand Ambassador Towards Brand Awareness Shopee

Shopee is one of the consumer-to-consumer (C2C) e-commerce sites in Indonesia. Shopee often collaborates with domestic and international celebrities to become brand ambassadors, one of which is Cristiano Ronaldo. This study aims to determine whether there is an influence and how much influence the attractiveness of Cristiano Ronaldo on Shopee brand awareness. The sample in this study were 400 respondents. The sampling technique in this study was using purposive sampling technique. The data collection method used a questionnaire. The analysis technique used is simple linear regression through SPSS staticstic 24 software. The findings of this study are that there is an influence between the attractiveness of Cristiano Ronaldo to Shopee's brand awareness of 3.3%. The results of this study indicate that the attractiveness of Cristiano Ronaldo has a significant and positive effect on Shopee brand awareness.Keywords: Attraction, Brand Awareness, Shopee.

Pengaruh Popularitas Brand Ambassador NCT 127 terhadap Minat Beli Produk Nu Green Tea oleh Konsumen

The most popular bottle packaged beverage product in Indonesia is tea. PT ABC President Indonesia produced Nu Green Tea from 2012-present. The marketing technique they used in 2020 is brand ambassador by partnering with an idol group from South Korea called NCT 127. K-Pop idol group NCT 127 is increasingly accepted in Indonesia with their increasing level of achievement and popularity. The popularity and achievements of NCT 127 have attracted Nu Green Tea's attention to make them their brand ambassadors. This research aims to determine the impact of brand ambassador NCT 127 popularity on consumer purchase intention towards Nu Green Tea. The intended consumers in this research are Instagram followers of (@ nugreentea.id). The author used elaboration likelihood model (ELM) as a theoretical reference as well as marketing communication, brand, brand ambassador, and purchase interest as research concepts. The research method is an explanative survey of 100 respondents as a sample with a questionnaire as the author's instrument. Based on the research results, there is a significant effect of the variable NCT 127 Brand Ambassador Popularity (X) towards Consumer Purchase Intention of Nu Green Tea Products (Y). The popularity of NCT 127 brand ambassadors has an influence on consumer interest in buying Nu Green Tea products by 28.2%.Produk minuman kemasan botol yang paling banyak diminati oleh penduduk Indonesia adalah teh. PT ABC President Indonesia memproduksi Nu Green Tea dari tahun 2012-sekarang. Teknik pemasaran yang mereka gunakan di tahun 2020 ini adalah brand ambassador dengan menggandeng idol group dari Korea Selatan bernama NCT 127. Grup idola K-Pop NCT 127 semakin diterima di Indonesia dengan tingkat prestasi dan popularitasnya yang saat ini semakin naik. Popularitas dan prestasi yang dimiliki NCT 127 menarik perhatian Nu Green Tea untuk menjadikan mereka sebagai brand ambassador. Penelitian bertujuan untuk mengetahui pengaruh antara popularitas brand ambassador NCT 127 terhadap minat beli produk Nu Green Tea oleh konsumen. Konsumen yang dituju oleh penulis dalam penelitian ini adalah pengikut Instagram dari (@nugreentea.id). Penulis menggunakan elaboration likelihood model (ELM) sebagai acuan teori serta marketing communication, brand, brand ambassador, dan minat beli sebagai konsep penelitian. Metode penelitian berupa eksplanatif survei terhadap 100 responden sebagai sampel dengan kuesioner sebagai instrumen penulis. Berdasarkan hasil penelitian, terdapat pengaruh yang signifikan dari variabel Popularitas Brand Ambassador NCT 127 (X) terhadap variabel Minat Beli Produk Nu Green Tea oleh Konsumen (Y). Popularitas brand ambassador NCT 127 memiliki pengaruh terhadap minat beli produk Nu Green Tea oleh konsumen sebesar 28,2%.

PENGARUH K-POP BRAND AMBASSADOR TERHADAP LOYALITAS KONSUMEN

Korean culture is currently growing rapidly and expanding globally. It's existence tends to be accepted by public from various circles, resulting in a phenomenon of "Korean Wave" or also called Hallyu. This phenomenon can be found in Indonesia and its impact is felt in everyday life, especially for the millennial generation. This has led several companies such as Shopee to carry out promotional activities using the K-Pop Boy Group Brand Ambassador named Stray Kids to maintain consumers loyalty. This study aims to determine the effect of K-Pop Brand Ambassador on consumers loyalty. With quantitative research methods and explanatory research types with the aim of knowing how much influence K-Pop Brand Ambassadors have on consumer loyalty. Equipped with SR (Stimulus-Response), a theory which helps researchers in analyzing the influence of K-Pop Brand Ambassadors on consumer loyalty. The sampling technique in this study uses non-probability sampling with a total sample of 100 (one hundred) people in accordance with the criteria determined by the researcher. For data collections, this study uses a questionnaire with Likert Scale measurements, with the help of the SPSS program to assist researchers in calculating the results of the distribution of the questionnaire. The results of this study indicate that there is an influence between K-Pop Brand Ambassadors on Consumer Loyalty of 0.242 or 24,2%.

Teachers as market influencers: Towards a policy framework for teacher brand ambassador programs in K-12 schools

Marketing in schools has a new twist, and teachers are at the center. Corporate firms, particularly those producing education-technology products, have contracted with teachers to become so-called brand ambassadors and micro-influencers. Scant research, however, has examined these brand ambassador arrangements, leaving policymakers uninformed about the implications for students, teachers, and schools. In this article, we delve into what it means to be a teacher brand ambassador (TBA) and micro-influencer by examining the context in which these programs arose and studying current examples of TBA and TBA-like programs offered by Google, Amazon, Apple, and Microsoft. We review how these recent instantiations of marketing compare to similar practices used to sell prescription drugs to and through doctors, and we explore ethical, legal and policy issues associated with the recruitment and contracting of teachers as brand ambassadors. Further, anticipating the need for the protection of students’ and teachers’ interests as TBA programs grow as a presence in public schools, we offer a model policy framework to regulate the use of these marketing practices in schools.

Aplication of The SMARTER Method for The Selection of The Best Ambassador Brand

This study aims to provide convenience for the company's management to solve problems in the process of selecting the best Brand Ambassador in promoting cosmetic tools. The problem identified in this study is the large number of prospective Brand Ambassadors, causing the management to find it difficult to determine the best Brand Ambassador. In this study, the decision support method applied is SMARTER which can determine the ranking results in the final decision using the level of importance of each parameter. The results of this study conclude that the selection of the best Brand Ambassador who is ranked first is A5 (Lucky) with a value of 0.653108466

The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City

The main purpose of this study is to determine the effect of brand ambassadors and prices on purchasing decisions for Android phones through consumer buying interest. The approach in this study is associative with the data analysis used is path analysis. The population and sample in this study were 147 respondents who were selected by accidental sampling. The results showed that (1) brand ambassadors had a positive and significant effect on buying interest, (2) price had a negative effect on buying interest, (3) brand ambassadors had a positive and significant effect on purchasing decisions, (4) price had a negative effect on purchasing decisions, (5) brand ambassador has a positive and significant effect on purchasing decisions through buying interest, (6) price has a negative effect on purchasing decisions through buying interest.