Delima, Mega (2023) Strategi Promosi Tokopedia Melalui Figur Korean Wave Tahun 2019—2022. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The aim of this study is to discuss Tokopedia's promotion strategy using Korean wave figures over the 2019–2022 period. The background to this study is the globalization of Korean wave products, which were then used by South Korean companies as a means of attraction and advertising. In addition, companies outside of South Korea are doing the same, such as Gucci and Yves Saint Laurent. Tokopedia follows the global trend as a local company by using Korean Wave products in its promotional activities. In 2019, Tokopedia selected K-pop group BTS as the company's brand ambassador. This study uses descriptive qualitative methods in the context of globalization, promotion strategy, and K-pop strategy. The results of this study explain that BTS, as a K-Pop figure, is involved in every Tokopedia promotional activity to maximize marketing effect by collaborating with stars, raising consumer interest by using K-pop stars as representatives, and targeting transnational markets.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics |
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| Divisions: | Faculty of Social and Political Sciences > Departement of International Relations | ||||||||
| Depositing User: | Mega Delima | ||||||||
| Date Deposited: | 14 Jul 2023 06:41 | ||||||||
| Last Modified: | 14 Jul 2023 06:41 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15286 |
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