Analisis Resepsi Pesona TWICE Sebagai Brand Ambassador Scarlett

Fianka, Hanna Dwi (2024) Analisis Resepsi Pesona TWICE Sebagai Brand Ambassador Scarlett. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The public perceives TWICE's appeal as a brand ambassador for Scarlett Whitening, focusing on three main aspects of brand ambassadorship: attractiveness, expertise, and trustworthiness. TWICE's visual appeal, which includes physical appearance and charisma, successfully increases consumer interest in Scarlett's products. Although TWICE is not composed of beauty experts, their experience in the entertainment industry grants them a certain level of credibility in promoting beauty products. The trust built through TWICE's positive reputation also plays a crucial role in consumer acceptance of the brand. Additionally, the global popularity of K-pop further enhances the effectiveness of TWICE as brand ambassadors, making Scarlett Whitening more competitive in the international market. This study confirms that collaboration with cultural icons like TWICE can be effectively utilized in marketing strategies to strengthen brand image and boost sales.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Reception Analysis, Brand Ambassador, TWICE, Scarlett
Subjects:	Communication Science Communication Science > Marketing Communications Communication Science > Social Media Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial
Depositing User:	Hanna Dwi Fianka
Date Deposited:	06 Sep 2024 08:30
Last Modified:	06 Sep 2024 08:30
URI:	https://repository.bakrie.ac.id/id/eprint/10367

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