THE INFLUENCE OF SOUTH KOREAN CELEBRITY BRAND AMBASSADORS ON BRAND AWARENESS OF E-COMMERCE IN INDONESIA

• Main Author: Sekar Arum, Annisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65260
• Institution: Institut Teknologi Bandung

Brand Ambassador is a person or group of public figures who represent and promote a brand by supporting it in the form of activities that are in accordance with the brand identity. Brand ambassador aims to make people more aware of a brand which have implications for consumer purchasing decisions. This final project reviews how South Korean celebrity brand ambassadors can affect brand awareness of ecommerce brand awareness in Indonesia. An adaptation of the SIR model is used to model the phenomenon. Numerical simulations were performed using the Runge- Kutta method of order 4. Real data were used to estimate the value of the parameters used. Shopee, Tokopedia and Lazada are the three Indonesian e-commerce sites reviewed in the study. The simulation results from the model show that Tokopedia has the most significant positive influence from brand ambassadors in increasing brand awareness.