PENGARUH CELEBRITY ENDORSEMENT TWICE DALAM MENINGKATKAN BRAND AWARENESS PADA IKLAN SCARLETT #REVEALYOURBEAUTY
DOI:
https://doi.org/10.37638/sengkuni.4.1.153-162Keywords:
Celebrity Endorsement, Brand Awareness, Twice, Scarlett AdsAbstract
The development of the beauty industry in Indonesia has progressed from year to year so that it can open big promising business opportunities. The beauty industry is included in an industry that can increase profits or big profits so that many young entrepreneurs switch and open this business. Scarlett is a beauty product originating from Indonesia that has gone global by prioritizing natural and halal ingredients. Scarlett has various types of excellent products such as body lotions, serums, body scrubs and others. To increase brand awareness of her products, Scarlett uses a celebrity endorsement which aims to make her products more widely known by the public. Scarlett uses a celebrity endorsement from South Korea which is considered easier to hook the market in Indonesia, because there is a correlation between South Korean and Indonesian traditions and culture. In 2021, Scarlett officially partnered with Twice (Korean Girlgroup) to market their products. The purpose of this research is to analyze the effect of Twice's celebrity endorsements on increasing brand awareness in Scarlett's #RevealYourBeauty advertisement. The research method used is descriptive qualitative. Descriptive qualitative is used to describe a phenomenon or situation that occurs in the field in detail and depth. As for this study using thematic analysis. Thematic abalysis is used because it is very flexible in its use, so it can be used to identify themes or patterns from various types of qualitative data. The results in this study are that advertisements by Scarlett x Twice can increase brand awareness of the audience. The use of Twice as a celebrity endorsement is said to be effective because Twice is one of the big girl groups from South Korea and Twice acts as a communicator in Scarlett's advertisements so that this can influence the audience to know about Scarlett's products.References
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