Persepsi staff Marketing terhadap strategi Marketing Public Relations menggunakan Brand Ambassador Boyband BTS : Studi deskriptif pada Samsung Store

Mustikawati, Annisa Nur (2022) Persepsi staff Marketing terhadap strategi Marketing Public Relations menggunakan Brand Ambassador Boyband BTS : Studi deskriptif pada Samsung Store. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Persaingan antara perusahaan produk smartphone di Indonesia semakin ketat. Hal ini mendorong perusahaan-perusahaan tersebut untuk terus berinovasi dan menjalankan beragam strategi marketing. Samsung, salah satu produsen smartphone di Indonesia, yang menjalankan strategi marketing public relations dalam menguasai pasar smartphone Indonesia juga memanfaatkan brand ambassador untuk menarik komsumen. Brand ambassador dalam suatu perusahaan sudah menjadi bagian penting untuk membantu membentuk dan membangun kepercayaan serta kesadaran konsumen terhadap perusahaan. Salah satu langkah yang diambil oleh Samsung dalam srtategi MPR adalah memanfaatkan brand ambassador yang sedang digandrungi oleh masyarakat. Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan persepsi staff marketing Samsung terhadap strategi marketing public relations menggunakan brand ambassador Boyband BTS. Dengan focus penelitian mengenai persepsi staff marketing terhadap Visibility, Credibility, Attraction, dan Power BTS sebagi brand ambassador Samsung. Penelitian ini menggunakan konsep brand ambassador dengan model VisCAP (Visibility, Credibility, Attraction, dan Power) yang digagas oleh Ressister and Percy. Penelitian ini menggunakan metode deskriptif kualitatif, dengan pendekatan kualitatif. Dengan mekanisme pengumpulan data melalui wawancara, observasi dan dokumentasi. Hasil dari penelitian ini menunjukan bahwa: 1) Visibility yang dimiliki BTS membentuk persepsi staff marketing bahwa BTS dapat meningkatkan reputasi perusahaan Samsung dan meningkatkan jumlah penjualan produk smartphone Samsung. 2) Credibility yang dimiliki BTS membentuk persepsi staff marketing bahwa BTS berhasil perwakilan fisik perusahaan dan dipercaya berhasil mewakili produk smartphone yang diiklankan. 3) Attraction yang dimiliki BTS membentuk persepsi staff marketing bahwa lewat daya Tarik yang BTS miliki dapat menaikan profit dari perusahaan Samsung serta menarik simpati para konsumen dan penggemarnya untuk mengikuti produk yang mereka pakai. 4) Power yang dimiliki BTS membentuk persepsi staff marketing bahwa BTS dapat memengaruhi prilaku konsumen untuk menggunkan smartphone Samsung dan memberikan dampak yang signifikan pada peningkatan keputusan pembelian produk smartphone samsung. Kata kunci: Strategi Marketing PR, Brand ambassador ENGLISH : Competition between smartphone product companies in Indonesia is getting tougher. This encourages these companies to continue to innovate and carry out various marketing strategies. Samsung, one of the smartphone manufacturers in Indonesia, which carries out a marketing public relations strategy in controlling the Indonesian smartphone market, also uses brand ambassadors to attract consumers. Brand ambassadors in a company have become an important part to help shape and build trust and consumer awareness of the company. One of the steps taken by Samsung in the MPR strategy is to use brand ambassadors who are being loved by the public. This study aims to determine and describe the perceptions of Samsung's marketing staff on the marketing public relations strategy using the Boyband BTS brand ambassador. With the focus of research on the perception of marketing staff on Visibility, Credibility, Attraction, and Power BTS as Samsung brand ambassadors. This study uses the concept of a brand ambassador with the VisCAP model (Visibility, Credibility, Attraction, and Power) which was initiated by Resister and Percy. This study uses a qualitative descriptive method, with a qualitative approach. With the mechanism of data collection through interviews, observation and documentation. The results of this study indicate that: 1) Visibility of BTS forms the perception of marketing staff that BTS can improve the reputation of the Samsung company and increase the number of sales of Samsung smartphone products. 2) The credibility of BTS forms the perception of marketing staff that BTS is a successful physical representative of the company and is believed to be successful in representing the advertised smartphone product. 3) Attraction owned by BTS forms the perception of marketing staff that through attractiveness BTS has the ability to increase profits from the Samsung company and attract the sympathy of consumers and fans to follow the products they use. 4) The power possessed by BTS forms the perception of marketing staff that BTS can influence consumer behavior to use Samsung smartphones and have a significant impact on increasing purchasing decisions for Samsung smartphone products. Keywords: PR Marketing Strategy, Brand ambassador

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