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Peran Duta Merek Grup Musik Wanita Korea Blackpink Untuk Brand Awareness Shopee Skripsi

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Peran Duta Merek Grup Musik Wanita Korea Blackpink Untuk Brand Awareness Shopee Skripsi PERAN DUTA MEREK GRUP MUSIK WANITA KOREA BLACKPINK UNTUK BRAND AWARENESS SHOPEE SKRIPSI Diajukan untuk Memenuhi Persyaratan Memperoleh Gelar Sarjana Ilmu Komunikasi (S.I.Kom) Nama : Nurmawati NIM : 20150400004 PROGRAM STUDI ILMU KOMUNIKASI FAKULTAS SOSIAL DAN HUMANIORA UNIVERSITAS BUDDHI DHARMA TANGERANG 2019 PERNYATAAN ORISINALITAS Tugas Akhir ini adalah hasil karya saya sendiri dan semua sumber baik yang dikutip, maupun dirujuk telah saya nyatakan dengan benar Nama : Nurmawati NIM : 20150400004 Tanda Tangan : *materai Rp 6000 Tanggal : 18 Juli 2019 ii iii iv ABSTRAK Dunia bisnis mengalami perkembangan yang pesat. Segala kebutuhan dan keinginan manusia yang meningkat dan beragam membuat perusahaan harus mampu mengikuti pergeseran budaya dan perkembangan teknologi informasi dan komunikasi saat ini. Salah satunya kegiatan belanja daring melalui aplikasi mobile, yaitu platform e-commerce Shopee. Penelitian ini membahas mengenai “Peran Duta Merek Grup Musik Wanita Korea Blackpink Untuk Brand Awareness Shopee”. Penelitian ini bertujuan untuk mengetahui peran duta merek grup musik wanita Blackpink untuk kesadaran merek Shopee. Penelitian ini menggunakan teori komunikasi pemasaran, duta merek, kesadaran merek dan keputusan AIDA. Penyusunan penelitian ini menggunakan metode penelitian kualitatif dengan analisis deskriptif, yang berusaha menjabarkan kutipan fakta secara sistematis. Proses pengumpulan data, dilakukan melalui observasi online, tinjauan pustaka, dokumentasi dan wawancara dengan 6 (enam) narasumber. Hasil penelitian ini menyatakan Shopee berhasil memberikan diferensiasi produknya dengan pesaing lainnya, seperti Shopee mall, fitur live chat, free ongkir. Peran Blackpink sebagai duta merek Shopee telah sesuai dan memenuhi syarat dalam indikator transference, kesesuaian, kredibilitas, daya tarik dan power.. Berdasarkan kategori kesadaran merek, Shopee telah berada di tahap pemanggilan merek (brand recall) dengan keberhasilan dalam melibatkan Blackpink sebagai duta merek untuk mengingat brand Shopee. Sikap pengguna Shopee juga menyatakan bahwa pemilihan dan peran Blackpink sebagai duta merek dinilai efektif karena membentuk perilaku pengguna dalam memperoleh informasi dan pesan yang disampaikan oleh Shopee, khususnya dalam menggunakan dan melakukan aktivitas jual-beli produk. Kata Kunci : Komunikasi Pemasaran, Kesadaran Merek, Duta Merek v ABSTRACT The business world have growth rapid. All human needs and desires that increase and diverse make the company must be able to follow the shifting culture and development of information and communication technology. One of the online shopping activities through mobile application, is Shopee e-commerce platform. This research is about “The Role of Brand Ambassador Korean Girlband for Shopee Brand Awareness”. This research is for to know the role of of Korean girlband brand ambassador which is Blackpink as Shopee brand awareness. This research use theory of marketing communication, brand ambassador, brand awareness and AIDA (in order to make decisions). The research preparation is use qualitative method with descriptive analysis, which seeks to describe fact quotes systematically.In collecting data, through online observation, literature review, documentation, and interviews with 6 (six) peoples. The results of this study states that Shopee managed to provide product differentiation with other competitors, such as Shopee mall, live chat features, free shipping. The role of Blackpink's as Shopee brand ambassador is appropriate and meets the requirements in the transference indicator, suitability, credibility, attractiveness and power. Based on the brand awareness category, Shopee has been at stage off the brand recall which has a large impact on consumers to be easier to remember this company's brand. Shopee’s consumen behavior states that the selection and role of Blackpink as brand ambassador are considered effective because it forms the consumen behavior in obtaining and processing information and messages conveyed by the company, especially in using and carrying out product trading activities. Keywords: Marketing Communication, Brand Awareness, Brand Ambassador vi KATA PENGANTAR Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa, atas rahmat dan karunia-Nya yang senantiasa melimpahi berkat kepada penulis dan seluruh tugas beserta tanggung jawab, sehingga penulis dapat menyelesaikan skripsi yang berjudul ”Peran Duta Merek Grup Musik Wanita Korea Blackpink Untuk Brand Awareness Shopee”. Penulis berharap dapat memberikan manfaat bagi semua kalangan atau semua orang yang membacanya. Penyusunan skripsi ini menjadi salah satu syarat bagi penulis dalam mencapai gelar sarjana (S-1) jurusan Ilmu Komunikasi, Fakultas Sosial dan Humaniora Universitas Buddhi Dharma. Penulis menyadari bahwa skripsi ini masih sangat jauh dari sempurna dan memiliki banyak kekurangan dikarenakan oleh segala keterbatasan dan kemampuan yang penulis miliki. Namun, penulis berusaha menyajikan skripsi ini dengan sebaik-baiknya agar dapat bermanfaat bagi berbagai pihak. Untuk itu, penulis sangat menerima segala kritik dan saran yang membangun dalam perbaikan skripsi ini. Pada kesempatan ini dengan ketulusan yang paling dalam, penulis mengucapkan terima kasih yang begitu besar kepada: 1. Dr. Sofian Sugioko, MM, CPMA selaku rektor Univeritas Buddhi Dharma yang memberikan dukungan kepada penulis 2. Dr. Lilie Suratminto, M.A selaku dekan Fakultas Sosial dan Humaniora 3. Iwan, S.Pd., MM, M.Pd. selaku wakil dekan Fakultas Sosial dan Humaniora 4. Muhamad Husni Mubarok S.Pd., M.IKom selaku Ketua Prodi Ilmu Komunikasi Univesitas Buddhi Dharma yang telah berkenan memberikan pengarahan dan semangat agar penulis dapat menyelesaikan Tugas Akhir 5. Ubed Abdilah Syarif, S.Fil., M.A selaku dosen pembimbing yang telah memberikan waktu, tenaga dan pikirannya untuk memberikan pengetahuan, bimbingan, saran dan dukungan untuk penulis agar dapat menyelesaikan Tugas Akhir ini sesuai dengan waktu yang ditentukan. vii 6. Kedua orang tua dan kakak adik saya yang senantiasa memberikan saran, dorongan motivasi yang tinggi serta mendukung penulis baik secara material dan non-material serta tidak lupa memberikan doa untuk penulis dalam menyelesaikan Tugas Akhir 7. Kristover Setawan dan Seluruh teman-teman ILKOM angkatan 2015 yang senantiasa memberikan berbagai bantuan, ide, dan motivasinya selama tiga tahun lebih ini. 8. Dan seluruh dosen Ilmu Komunikasi Universitas Buddhi Dharma yang tidak dapat disebutkan satu persatu, karena senantiasa memberikan pengetahuan, petunjuk, dan semangat kepada penulis disaat menjalani masa pembelajaran selama tiga tahun ini. Akhir kata penulis sangat berterima kasih dan mengharapkan agar skripsi ini dapat berguna untuk penerus dan menjadi referensi yang baik bagi yang membutuhkan. Tangerang, 10 Juli 2019 Penulis viii DAFTAR ISI HALAMAN JUDUL PERNYATAAN ORISINALITAS ............................................................... ii LEMBAR PERSETUJUAN ......................................................................... iii LEMBAR PENGESAHAN ........................................................................... iv ABSTRAK ...................................................................................................... v ABSTRACT ..................................................................................................... vi KATA PENGANTAR .................................................................................... vii DAFTAR ISI .................................................................................................. ix DAFTAR GAMBAR ...................................................................................... xii DAFTAR TABEL .......................................................................................... xiii BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian .................................................................. 1 1.2 Identifikasi dan Rumusan Masalah ................................................. 11 1.3 Fokus Penelitian .............................................................................. 11 1.4 Tujuan Penelitian ............................................................................. 11 1.5 Manfaat Penelitian ........................................................................... 11 BAB II TINJAUAN PUSTAKA 2.1 Kajian Penelitian Terdahulu ............................................................ 13 2.2 Kerangka Teoritis ............................................................................ 18 2.2.1 Komunikasi ........................................................................... 18 2.2.2.1 Komunikasi Pemasaran ............................................. 21 2.2.2 Merek .................................................................................... 23 2.2.3 Duta Merek ........................................................................... 26 2.2.4 Kesadaran Merek .................................................................. 30 2.2.5 Keputusan AIDA .................................................................. 32 2.2.6 Media Baru ............................................................................ 34 2.2.7 Perdagangan Elektronik / E-commerce .................................. 36 ix 2.2.8 Gelombang Budaya Populer Korea ...................................... 38 2.3 Kerangka Pemikiran ......................................................................... 43 BAB III METODOLOGI PENELITIAN 3.1 Paradigma Penelitian ...................................................................
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