Pengaruh Penggunaan Brand Ambassador asal Korea Selatan Terhadap Penjualan Produk Scarlett di Indonesia : Studi Kasus EXO X Scarlett

Abstract

This study discusses the influence of the use of brand ambassadors from South Korea (EXO) as a marketing strategy for Scarlett products in Indonesia. The purpose of this study is to determine consumer decisions in purchasing products, because as is known that EXO is an idol group from South Korea that has loyal fans in Indonesia, EXO is a boy group from South Korea under the auspices of the SM Entertainment agency that debuted in 2012. EXO has a high level of popularity, this is evidenced by the high sales of albums, EXO has also won various awards such as the winner of the album of the year award, artist of the year in a row and is included in the Forbes Korea Power Celebrity 40 and EXO was named the nation's choice boy group besides that EXO members also often become brand ambassadors for famous brands. EXO's increasing popularity certainly attracts the attention of company owners as a business opportunity to increase sales. This study uses a qualitative research method, this is because the researcher will describe the cooperation between the product owner and the idol group and explain the influence of EXO on Scarlett sales.