Pemanfaatan Brand Ambassador Boy Group Korean Pop NCT Dream dalam Membangun Kesadaran Merek pada Iklan Makanan Ringan TosTos

Abstract

This study is entitled "Utilization of Korean Pop Boy Group NCT Dream Brand Ambassador in Building Brand Awareness in Tostos Snack Advertisements". This study aims to see the utilization of Korean Pop boy group NCT Dream Brand Ambassador in building brand awareness in TosTos snack advertisements. The method used in this study is a descriptive qualitative method. Data collection techniques in this study were interviews and observations. Total of 5 informants who are consumers of TosTos snacks and fans of NCT Dream, while 1 source triangulation is the Territory Account Supervisor of PT. Dua Kelinci. The determination of the subject of this study uses a purposive technique that has been determined by criteria with the criteria a. Fans of the boy group NCT Dream b. Knowing and buying TosTos snacks c. Knowing the advertisement for TosTos snack products. The unit of analysis in this study focuses on activity where in this study is the use of NCT Dream as a Brand Ambassador in building brand awareness in TosTos snack advertisements, consumers and fans of the boy group NCT Dream and Territory Account Supervisor of TosTos snacks. The data analysis technique used is the Milles and Huberman method. The findings of the study explain that the use of brand ambassadors with the popularity of the brand ambassador, namely NCT Dream and providing a benefit in the form of photocards and photostrips of NCT Dream members can increase the number of purchases and increase trust and consumer loyalty levels through promotions, information and interactions that are well built by the company PT. Dua Kelinci, brand ambassadors can increase interest and recognition of TosTos snack products to consumers and potential consumers.