Brand Ambassador Korea dalam Konsumerisme dan Imitasi Gaya Hidup Fans Korean Pop (K-pop)

Abstract

A brand ambassador is a brand representative who confirms the brand with its reputation. Brand ambassadors act as brand images that connect marketers to consumers. Korean culture is growing rapidly in several countries globally, which is known as the Korean Wave. Korean Wave has gained global attention, especially in Indonesia, where Korean Wave has become an important part of the country's pop culture. Organizations and groups associated with the Korean Wave, including drama groups, language study groups, and K-pop clubs, have grown significantly. In 2021, the industry reached 11 trillion won, representing 17.5% growth from the previous year. The popularity of K-pop in Indonesia is due to its beauty and style, especially the "make-up no make-up" trend. From the Goryeo period to the Joseon period, Korean beauty standards were based on a healthy and natural appearance, which was popular in the country. K-pop idols such as "make-up no make-up" are considered to be the middle choice of consumers in Indonesia. Several beauty brands are starting to use Korean artists as brand ambassadors. This research aims to see how Korean brand ambassadors impact consumerism and imitation of the lifestyle of Korean pop (K-pop) fans. This study uses a qualitative method. The objects of this research were USU FISIP students who were K-pop fans and had bought beauty products. The research results show: 1) There is a role for Korean artists in determining purchasing decisions for the cosmetic products they use. As a fan, you will follow or try things that are considered interesting to your idol or something that is recommended by your idol and this is considered a form of support for your idol to continue to exist in the entertainment arena. 2) The influence of Korean artists has an impact on consumerist attitudes. The level of consumption carried out by K-pop fans can be in the form of purchasing cosmetics advertised by their idols coupled with the lure of discounts or bonuses such as merchandise and others related to idols admired by K-pop fans which are based on desires, not needs. 3) The motivation to want to imitate the lifestyle of K-pop idols is an achievement. The desire to imitate their idol's lifestyle is an achievement that motivates them to be seen in the social environment.