BRAND AMBASSADOR SEBAGAI STRATEGI MARKETING TOKOPEDIA MELALUI SELEBRITI KOREA SELATAN TAHUN 2021
(Studi Kasus: Tokopedia dengan Blackpink)
##semicolon##
https://doi.org/10.35817/publicuho.v6i1.130##semicolon##
Brand Ambassador##common.commaListSeparator## Blackpink##common.commaListSeparator## Celebrity Endorsement##common.commaListSeparator## Marketing Mix##common.commaListSeparator## Tokopedia##article.abstract##
Brand ambassador is a part of the marketing strategy which is currently used by several companies to promote or increase sales. Several companies has also collaborated with world leaders who are expected to be able to drive product sales and become the company’s attractiveness to the public. This research aims to describe Tokopedia’s marketing strategy with South Korean celebrity through Blackpink as their brand ambassador in 2021. This research is analyzed using the theory or concept of Celebrity Endorsement and Marketing Mix Strategy. This research is descriptive-qualitative in order to examine as systematic and accurate description of certain facts. The research results showed that with the support of celebrities and implementing a marketing mix strategy, Tokopedia has succeeded in creating sales boost and also has a good corporate image in front of the Indonesian society by involving South Korean celebrities, namely Blackpink as Tokopedia’s brand ambassador in 2021.
##submission.citations##
Agustiyanti. (2021). Bos Tokopedia Ungkap Keuntungan BTS & Blackpink Jadi Brand Ambassador. Retrieved from https://katadata.co.id/agustiyanti/digital/6145c93973df1/bos-tokopedia-ungkap-keuntungan-bts-blackpink-jadi-brand-ambassador
Alabboodi. A., S. & Al-Sukar, Dr., A., S. (2020). The Impact of E-marketing Mix Elements on Chain Stores Performance in Jordan. IJAR 2020; 6(11): 106-112
Alexandrescu, M., B., & Milandru, M. (2018). Promotion as a Form of Communication of the Marketing Strategy. Land Forces Academy Review Vol. XXIII, No 4(92), 2018
Amazon. (nd). The 4P’s of Marketing. Retrieved from https://advertising.amazon.com/library/guides/4ps-of-marketing
Anggraeni, D., U. (2021). Strategi Marketing Tokopedia Menjadi E-commerce No. 1 di Indonesia. Retrieved from https://bisnika.hops.id/startup/pr-3072146435/strategi-marketing-tokopedia-menjadi-ecommerce-no1-di-indonesia
Batra, P. (2021). Creating a Winning Brand Ambassador Contract: A Complete Guide. Retrieved from https://docpro.com/blog81/creating-a-winning-brand-ambassador-contract-a-complete-guide
Bhasin, H. (2019). What is Place Strategy & How to Decide on a Place Strategy?. Retrieved from https://www.marketing91.com/place-strategy/
Catriana, E. (2020). Bos Tokopedia Ungkap Masalah Terbesar yang Dihadapi UMKM Saat Berjualan di e-commerce. Retrieved from https://money.kompas.com/read/2020/10/26/185300726/bos-tokopedia-ungkap-masalah-terbesar-yang-dihadapi-umkm-saat-berjualan-di-e
Chaffey, D. (2015). Digital Businnes and E-commerce Management.
CIM. (2015). Marketing and The 7Ps: A Brief Summary of Marketing and How It Work. Retrieved from https://www.cim.co.uk/media/4772/7ps.pdf
CNBC Indonesia. (2021). Kolaborasi & Inovasi, Kunci Bisnis Tokopedia Kala Pandemi. Retrieved from https://www.cnbcindonesia.com/tech/20211207110411-39-297231/kolaborasi-inovasi-kunci-bisnis-tokopedia-kala-pandemi
Dawson, E. (2021). News Outlet Highlights Blackpink Members’ Personal Brand Power in the Global Market. Retrieved from https://www.kpopstarz.com/articles/297299/20210215/news-outlet-highlights-blackpink-members-personal-brand-power-in-the-global-market.htm
Dqlab.id. (2022). Empat Sumber Data Sekunder dan Primer. Retrieved from https://www.dqlab.id/empat-sumber-data-sekunder-dan-primer
Elcomblus. (2020). People as Your Ultimate Marketing Strategy. Retrieved from https://www.elcomblus.com/people-as-your-ultimate-marketing-strategy/
Future Learn. (nd). The Modern Marketing Mix. Retrieved from https://www.futurelearn.com/info/courses/digital-marketing-futurelearn/0/steps/258237
Gawande, R. (2020). Understanding Promotion in Marketing Mix. Retrieved from https://www.superheuristics.com/promotion-in-marketing-mix/
Geyser, W. (2021). What is Ambassador Marketing?. Retrieved from https://influencermarketinghub.com/what-is-ambassador-marketing/
Indeed.com. (2020). 6 Essentials Characteristics of a Successful Brand Ambassador. Retrieved from https://www.indeed.com/career-advice/career-development/successful-characteristics-brand-ambassador
Instagram Tokopedia. (2020). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CH_wKPvgDkd/?igshid=YWJhMjlhZTc=
Instagram Tokopedia. (2021). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CKLcMyDADDB/?igshid=YWJhMjlhZTc=
Jamil, R. A., & Hassan, S. R. ul. (2014). Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study. Journal of Management Info, 1(4), 1-23
John, E. (2018). How to Adapt the 7ps of the Marketing Mix to Digital Marketing. Retrieved from https://smallbusinessbonfire.com/marketing-mix-digital/
Kemenkopukm. (2020). Marketing Mix: Konsep dan Contoh Penerapannya di Bisnis. Retrieved from https://edukukm.id/artikel/detail/marketing-mix-konsep-dan-contoh-penerapannya-di-bisnis
Kia_onbeat. (2019). KIA Proudly Announces Blackpink as Our New Global Brand Ambassador. Retrieved from https://www.instagram.com/p/Bvk1XQrHZB3/?igshid=YWJhMjlhZTc=
Lamont, C. (2015). Research Methods in International Relations. SAGE Publications: London.
Lea-Greenwood, G. (2012). Fashion Marketing Communication. USA: Wiley
Mackay, L. (2021). Marketing Strategy: The 7Ps of the Marketing Mix. Retrieved from https://www.zoho.com/en-au/tech-talk/7ps-of-marketing-strategy.html
Mailchimp. (nd). Marketing Mix & The 7P’s of Marketing. Retrieved from https://mailchimp.com/en-gb/marketing-glossary/marketing-mix-7ps/#5._People
Manoharan. (nd). Strategic Brand Management.
Marketing Teacher.com. (2014). Marketing Place. Retrieved from https://www.marketingteacher.com/marketing-place/
Osifo, S., J. & Adenkule, S., A. (2020). Marketing in an Emerging Digital Economy: Perceptive From Nigeria (pp. 17-26). Publisher: Department of Marketing, University of Abia, Utaru.
Pistol, L., & Tonis, R. (2017). The “7Ps” & “1G” That Rule in the Digital World the Marketing Mix.
Pritchett, M. (2019). Blackpink Named KIA Global Ambassadors Ahead of Upcoming World Tour. Retrieved from https://thenewswheel.com/blackpink-named-global-ambassadors-for-kia-ahead-of-upcoming-world-tour/
Putra, T., & Gunawan, A. (2021). Tokopedia, E-commerce Unggulan Anak Bangsa. Retrieved from https://www.cnbcindonesia.com/entrepreneur/20211207111438-25-297249/tokopedia-e-commerce-unggulan-anak-bangsa
Ramdhan, M. (2021). Metodologi Penelitian. Cipta Media Nusantara: Wonocolo.
Samsungindonesia. (2020). The Highlights of AWESOME LIVE. Retrieved from https://www.instagram.com/tv/B79v0Z8B08C/?igshid=YWJhMjlhZTc=
Sayekti, S. (2021). BTS dan Blackpink Tampil di Tokopedia WIB TV Show. Retrieved from https://industri.kontan.co.id/news/bts-dan-blackpink-kembali-tampil-di-tokopedia-wib-tv-show
Schlecht, C. (2003). Celebrities’ Impact on Branding. Center on Global Brand Leadership. Columbia Business School: New York 10027(212)
Shukla, S. (2020). How 7P’s of Marketing Mix Can Be Used in Digital Marketing?. Retrieved from https://shubhankshukla.medium.com/how-7ps-of-marketing-mix-can-be-used-in-digital-marketing-3871c92811cb
Sramkowski, L. (2021). From 4Ps to 7Ps: Towards an Integrated Marketing Mix. Retrieved from https://www.exportplanning.com/en/magazine/article/2021/03/03/from-4ps-to-7ps-towards-an-integrated-marketing-mix/
Statista. (2021). Top 10 E-commerce Sites in Indonesia as of 1st Quartal 2021, By Monthly Traffic. Retrieved from https://www.statista.com/statistics/869700/indonesia-top-10-e-commerce-sites/
Syahza, A. (2021). Metodologi Penelitian Edisi Revisi UR Press: Riau.
Tokopedia. (nd). Situs Jual Beli Online Terlengkap, Mudah, & Aman. Retrieved from https://www.tokopedia.com/
Tokopedia. (2021). Blackpink di WIB K-pop Awards. Retrieved from https://twitter.com/tokopedia/status/1460840045074468870?s=46&t=xvuv-b8WnHARGYlkYjC6JA
Tokopedia. (2020). Masyarakat Bisa Vote Artis Tokopedia WIB TV Show. Retrieved from https://www.tokopedia.com/blog/masyarakat-bisa-vote-artis-tokopedia-wib-tv-show/
Tokopedia. (2021). Ngabuburit Bareng Blackpink. Retrieved from https://www.instagram.com/p/COCv-Vwh1sg/?igshid=YmMyMTA2M2Y=
Tokopedia. (2021). Tokopedia Gelar K-pop Awards Terbesar dari Indonesia Curi Perhatian Global, Tingkatkan Transaksi UMKM Lokal. Retrieved from https://www.tokopedia.com/blog/tokopedia-gelar-k-pop-awards-terbesar-dari-indonesia-curi-perhatian-global-tingkatkan-transaksi-umkm-lokal-rls/?utm_source=google&utm_medium=organic
Tokopedia. (2021). Tokopedia SelaluAdaSelaluBisa Memenuhi Kebutuhanmu. Retrieved from https://www.instagram.com/p/CKvL2tRAI8Y/?igshid=YmMyMTA2M2Y=
Tokopedia. (2021). 2021, Tokopedia Tunjuk Dua Brand Ambassador Sekaligus: BTS dan Blackpink. Retrieved from https://www.tokopedia.com/blog/2021-tokopedia-tunjuk-dua-brand-ambassador-sekaligus-bts-dan-blackpink/
Tokopedia. (2021). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CKeKEqcB2Y1/?igshid=YWJhMjlhZTc=
Tokopedia Instagram. (2021). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CMV_g1PhG6f/?igshid=YWJhMjlhZTc=
Tokopedia Instagram. (2021). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CMrD4whBgmS/?igshid=YWJhMjlhZTc=
Tokopedia. (2020). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CIA74HqgKVw/?igshid=YmMyMTA2M2Y=
Tokopedia. (2021). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CKLcMyDADDB/?igshid=YmMyMTA2M2Y=
Tokopedia. (2021). TokopediaxBlackpink. Retrieved from https://www.instagram.com/p/CLVzjs0BqYg/?igshid=YmMyMTA2M2Y=
Tokopedia. (2021). TokopediaxBlackpinkPC. Retrieved from https://www.instagram.com/p/CQKgGyIhloQ/?igshid=YmMyMTA2M2Y=
Tokopedia Play. (2020). Penampilan Spesial Blackpink “Lovesick Girls”. Retrieved from https://tokopedia.link/EZuKeXnUzwb
Tokopedia Play. (2020). Serunya Penampilan Blackpink. Retrieved from https://tokopedia.link/l1YreMPpowb
Tung, H dan Taslim, D. (nd). Podcast: Tokopedia Drives 1.5% of Indonesia’s GDP – How William and Patrick Do It. Retrieved from https://nextbn.ggvc.com/podcast/s2-ep-6-william-and-patrick-of-tokopedia-indonesias-gdp/
Vain, C. (2021). What Are the Principles of Marketing?. Retrieved from https://cpdonline.co.uk/knowledge-base/business/principles-of-marketing/
Yakhneeva, l. (2016). Marketing Mix for E-commerce. Retrieved from https://www.researchgate.net/publication/308582087_Marketing_mix_for_e-commerce
Zulmi, N. (2020). 4 Momen Seru Blackpink Tampil di Tokopedia WIB TV Show. Retrieved from https://www.fimela.com/entertainment/read/4418089/4-momen-seru-blackpink-tampil-di-tokopedia-wib-tv-show
##submission.downloads##
##submissions.published##
##issue.issue##
##section.section##
##submission.license##
##submission.copyrightStatement##
##submission.license.cc.by-nc-sa4.footer##- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Every publication is open access for educational purposes, research, and library. Other than the aims mentioned above, the editorial board is not responsible for copyright violations.
Journal Publicuho this work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
Copyright ©2022 Author Powered by Public Knowledge Project OJS
