Peranan Brand Ambassador @anak_bebek Dalam Membangun Brand Awareness Produk Women Series Eiger

Dian Handayani, Dian (2022) Peranan Brand Ambassador @anak_bebek Dalam Membangun Brand Awareness Produk Women Series Eiger. Thesis (S2) thesis, Fisip Universitas Muhammadiyah Jakarta.

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1. Halaman Judul.pdf
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2. Abstrak.pdf
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3. Lembar Pernyataan.pdf
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4. Lembar Persetujuan dan Lembar Pengesahan.pdf
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5. Kata Pengantar.pdf
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6. Daftar Isi.pdf
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7. BAB 1.pdf
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8. BAB II.pdf
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9. BAB III.pdf
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10. BAB IV.pdf
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11. BAB V.pdf
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12. Daftar Pustaka.pdf
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Abstract

ABSTRAK Nama : Dian Handayani NPM : 2018960034 Judul : Peranan Brand Ambassador @anak_bebek dalam Membangun Brand Awareness Produk Women Series Eiger Pembimbing : Dr. Aminah Swarnawati, M. Si. Ringkasan : Penelitian ini dilakukan untuk mengetahui peranan brand ambassador dalam membangun brand awareness produk women series Eiger. Dimana Eiger merupakan pionir untuk produk pendukung untuk berkegiatan di alam. Selain mengetahui peran brand ambassador, penelitian ini juga ingin mengetahui bagaimana indikator (prasyarat) brand ambassador pada selebgram @anak_bebek berdasarkan teori Lea Greenwood. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kualitatif yang bersifat deskriftif, dengan metode kualitatif. Teknik pengumpulan data menggunakan wawancara mendalam (indepth interview), observasi, dan dokumentasi dengan teknik keabsahan daya menggunakan triangulsi sumber. Dari hasil penelitian yang dilakukan, bahwa peranan @anak_bebek sebagai brand ambassador telah berhasil membangun brand awareness produk women series Eiger. Abex dianggap mampu mewakili women series Eiger, berdasarkan pesan yang unggah di media Instagram dan dianggap oleh pengikutnya yang sebagian besar adalah pendaki gunung dan penggiat alam perempuan memiliki kemampuan dan pengalaman. Dari sisi prasyarat sebagai brand ambassador yaitu transference, congruence/ kesesuaian, kredibilitas, daya tarik dan power semua telah sesuai dari hasil wawancara. Personal branding Abex yang dipancarkan menjadi keunggulannya dalam menunjang iklan produk women series Eiger. Dari hasil penelitian juga dapat disimpulkan bahwa peran brand ambassador menurut Royan (2004) seperti memberikan kesaksian dan testimoni, memberikan dorongan dan penguatan, bertindak sebagai aktor dalam iklan yang diwakilinya dan bertindak sebagai juru bicara perusahaan semua peran juga dapat dijalankan dengan baik oleh selebgram @anak_bebek. Kata Kunci : peranan brand ambassador, brand awareness, produk women serries ABSTRACT Name : Dian Handayani NPM : 2018960034 Title : Peranan Brand Ambassador @anak_bebek dalam Membangun Brand Awareness Produk Women Series Eiger Supervisor : Dr. Aminah Swarnawati, M. Si. Summary : This study was conducted to determine the role of brand ambassadors in building brand awareness of women's series Eiger products. Where Eiger is a pioneer for supporting products for activities in nature. In addition to knowing the role of brand ambassadors, this study also wants to know how the indicators (prerequisites) of brand ambassadors on the @anak_bebek celebrity are based on Lea Greenwood's theory. The approach used in this study is a descriptive qualitative approach, with qualitative methods. Data collection techniques used in-depth interviews, observation, and documentation with power validity techniques using source triangulation. From the results of the research conducted, that the role of @anak_bebek as a brand ambassador has succeeded in building brand awareness of the women's series Eiger products. Abex is considered capable of representing the women series Eiger, based on messages posted on Instagram and is considered by his followers, who are mostly mountain climbers and female nature activists, to have the ability and experience. In terms of the prerequisites as a brand ambassador, namely transference, congruence/suitability, credibility, attractiveness and power, all of them are in accordance with the results of the interview. Abex's personal branding is its hallmark in supporting Eiger women's product advertisements. From the results of the study it can also be concluded that the role of the brand ambassador according to Royan (2004) such as giving testimony and testimony, providing encouragement and reinforcement, acting as an actor in the advertisement he represents and acting as a spokesperson for the company, all roles can also be carried out well by the celebrity @anak_bebek . Kata Kunci : the role of brand ambassadors, brand awareness, women series products

Item Type: Thesis (Thesis (S2))
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Sciences > S2 Master of Communication Science / Magister Ilmu Komunikasi (MIKOM)
Depositing User: EVA AIHULIA
Date Deposited: 28 Nov 2022 01:21
Last Modified: 28 Nov 2022 01:21
URI: http://repository.umj.ac.id/id/eprint/9310

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