Peran Brand Ambassador Dalam Meningkatkan Brand Awareness Pada Mytafash_Up
Abstract
Abstract:
This study aims to examine the role of Brand Ambassadors in Increasing Brand Awareness. This research method uses a qualitative method with a case study approach. The collection of sources is from secondary data and primary data obtained from observations, interviews, and documentation. Interviews were conducted in a semi-structured manner, the technique used was non-participant observation and documentation as authentic evidence. The informants from the subjects of this study were business owners or owners, brand ambassadors, customers of Mytafash_Up. The use of Brand Ambassadors is certainly an urgency for this study, because nowadays companies are required to be more sensitive to the development of consumer attraction to brand image, especially those who are still newbies. Of course, a way is needed to build brand awareness on Myafash_Up. Brand ambassadors are important because they are a bridge between the community and company supporters to introduce products, especially local brands with grade A quality and build brand awareness of Mytafash_Up. And from the role of brand ambassadors used by Mytafash_Up, it can be said to be effective, from the feedback obtained and felt by the owner with the development of the business both in terms of demand and interest in the products being marketed. The informant has reached the level of recall or brand recall where the use of Brand ambassadors on Mytafash_Up is effective because with their role they can provide reminders to customers about new products from public awareness of the product.
Keywords: Brand Ambassador, Brand Awareness
Abstrak:
Penelitian ini bertujuan untuk mengkaji bagaimana peran Brand Ambassador dalam Meningkatkan Brand Awareness. Metode Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Adapun pengumpulan sumbernya dari data sekunder dan data primer yang didapatkan hasil observasi, wawancara, serta dokumentasi. Wawancara dilakukan secara semi terstruktur, teknis yang digunakan non participant observation dan dokumentasi sebagai bukti otentik. Informan dari subjek peneltian ini yaitu pemilik usaha atau owner, brand ambassador, customer dari Mytafash_Up. Penggunaan Brand Ambassador tentu menjadi urgensi penelitian ini, karena jaman sekarang perusahaan dituntut untuk semakin peka pada perkembangan daya tarik konsumen terhadap citra merek apalagi yang masih newbie. Tentunya diperlukan cara untuk membangun kesadaran merek pada Myafash_Up. Brand ambassador menjadi penting karena merupakan jembatan antara masyarakat dan pedukung perusahaan untuk mengenalkan produk terkhusus local brand dengan kualtas grade A serta membangun brand awarenes Mytafash_Up. Serta dari peran brand ambassador yang digunakan Mytafash_Up dapat dikatakan efektif, dari feedback yang diperoleh dan dirasakan oleh owner dengan berkembangnya usaha baik dari segi permintaan dan interest pada produk yang dipasarkan. Informan sudah mencapai tingkat pengingat kembali atau brand recall yang mana penggunaan Brand ambassador pada Mytafash_Up efektif karena dengan perannya bisa memberikan pengingat kepada cutomer terhadap produk baru dari awareness masyarakat atas produk.
Kata Kunci: Brand Ambassador, Brand Awarenes
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