Hereby thesis entitled "The Effect of Brand Ambassador toward Brand Image and Public Awareness (Study case in Taman Sari Royal Heritage Spa Jakarta from. I declare that hereby thesis entitled "The Effect of Brand Ambassador toward Brand Image and Public Awareness (Study case in Taman Sari Royal Heritage Spa Jakarta van.
Problem Identification and Statement
It is Miss Indonesia Universe 2004 will influence the brand image of Taman Sari Royal Heritage Spa as a brand ambassador. How effective is Miss Indonesia Universe 2004 as a brand ambassador for Taman Sari Royal Heritage Spa to gain public awareness.
Scope and Limitations of the Study
3 or qualified with their business segment and finally Miss Indonesia Universe 2004 becomes part of their business. At this time, many competitors and its need to be more flourishing with creativity and the idea, especially for mass media that really effective to promote directly and indirectly by using Miss Indonesia Universe 2004 as a role model their business or spa image within 3B ( Brain, Beauty , Behavior) as the background stated that today the company tends to use a special strategy to deliver the message to the minds of consumers by using public persona as the most common strategy that has been used for a long time, so all customers can sense the experience and empire atmosphere.
Research Objective
In this case, the researcher will face the difficult time to make an appointment with the busy people like them to conduct interviews and investigate the truth data and phenomena. In this the researcher found the problems just because any of the data is confidential so that the public can know it.
Research Benefit
This research presents an opportunity for the writers to use the hospitality they have acquired during their studies and expand the horizons of the researchers about the brand ambassador in enforcing the consumer's purchase intention towards increasing the company's sales and public awareness. Also, this research will help the company understand the relationship between the number of sales that can increase before and after using a brand ambassador.
Research Method
Final agreement between Taman Sari Royal Heritage Spa and Miss Indonesia Universe 2004 as a brand ambassador. Meanwhile, this question proved with 0% result that there is no weak element of the brand ambassador to promote Taman Sari Royal Heritage Spa.
LITERATURE REVIEW
Promotion Mix
The specific mix of advertising, sales promotion, public relations, personal selling, and direct marketing tools that a company uses to persuasively communicate customer value and build customer relationships” Kotler (2008). The use of advertising media is very necessary, if the company wants to present and maintain the product or brand to be remembered by the consumer.
Advertising
An incentive form of promotional activity used by a company to directly or indirectly increase sales, usually carried out in a short period of time. From the above definitions, we can conclude that advertising is a form of presentation of the message of some idea, good or service paid by a company to provide information, persuade or influence the general public, especially the target market, to get them interested and finally buy the product.
Advertising Objective
Shimp (2010) described that "Advertising is a process of directly or indirectly persuading to provide information about the product benefits, designed to create a good impression and drive the consumer to make a purchase" .
Above the Line and Below the Line Advertising
Design the Effective Advertising
If the ad is created only to interest the audience, but has nothing to do with the product, as a result the message becomes unclear. Ad impressions should be able to create sympathy for the consumers who see the ads. If an advertisement is shown on television, it should be able to make the consumer not change channels.
The Brand Ambassador
If the celebrity has personally used the product or service to attest to the quality, then they can make a benefit statement. Celebrities often lend their names to advertisements for products or services that they may or may not be experts in. A celebrity may be asked to introduce a product or service as part of a character portrayal rather than as a personal statement or endorsement.
A celebrity or public figure who represents a brand or company for extended periods of time, often in print and television advertisements, as well as in personal appearances, is usually called a company spokesperson. Schiffman and Kanuk (2008), the reason for using celebrities or spokespersons of public figures goes back to their large potential influences, compared to endorsers, types, other famous people who achieve a higher degree of attention and recall .
The Evaluation of Using Brand Ambassador in Advertising
The 13 attributes of the brand ambassador, as the latest theory of VisCAP is mentioned and described in Frans M. The brand ambassador who already has credibility skills, her/his credibility will represent the brand in the advertisement. Meanwhile, for products that require information with high involvement; at least the brand ambassador or endorser should have credible skills.
In order for the brand ambassador's personality to be desired by the target, it must at least reflect the personality of the brand it wants to build through advertising. Therefore, the company has the challenge of knowing what is the appropriate image associated with a brand ambassador or representative in order to establish effective communication and thus build a relationship with the brand.
Purchase Intention
Therefore, "power" can be effective if the purpose of communication is the intention of brand purchase. Purchase intention is defined as something that relates to the consumer's plan to buy a certain product and service, with a certain amount in a certain period of time. Purchase intention can measure a consumer's opportunity to purchase a product, and the higher the purchase intention; the higher a consumer's willingness to buy a product.
An advertising endorser's popularity, expertise and attractiveness can appeal to consumers' sight in a short time and increase purchase intention Royan (2005). It also testified that ad endorser exposure rate can change consumer preference and attitude to promote purchase intention.
Data Collecting Process
- Primary data
- Secondary Data
In the end, Taman Sari Royal Heritage Spa didn't have to start from scratch to boost its name and became popular.” Artika Sari Devi) many people talk about her, when his name is mentioned in public, everyone will remember where she came from, Miss Indonesia Universe Foundation and Taman Sari Royal Heritage Spa. Many advertisements or entertainment used her as part of the public figure Meanwhile, it is a proof that she exists and is famous as an artist, public figure and brand ambassador of Taman Sari Royal Heritage Spa”.
Answer: “Sales increase and this phenomenon can be seen and verified by the total graphic sales per month or year during the time he served as the brand ambassador of Taman sari Royal Heritage Spa. We hope she can convey a message of Taman Sari Royal Heritage Spa's vision and mission.
Company Profile
- Background of the Company
- Vision and Mission
- Organization Structure and Job Description
- Organization Structure
- Job Description
- Company spa`s Products and Services
- Signature Treatment
- Ala Carte
- Happy Martial Life
The figure below will illustrate the organizational structure found in Taman Sari Royal Heritage Spa. This statement is also supported by the management of Taman Sari Royal Heritage Spa, where they agree with the result. The customer's opinion about the existence of Miss Indonesia Universe 2004 to promote Taman Sari Royal Heritage.
When people saw him, it would lead directly to Taman Sari Royal Heritage Spa."(By Mr. Mega Angkasa as Corp. In general, these answers above from the respondent were covered by the information about the brand ambassador roles to attract public attention during she has served as a brand ambassador for Taman Sari Royal Heritage Spa.
ANALYSIS AND EVALUATION
Respondent profile
According to Figure 4.4, the view in which a brand ambassador or endorsement must come from a public figure or artist is shown. Based on the data, the researcher assumes that 53% of the customers said yes, which means that the brand ambassador makes his contribution to indirectly increase his sales. In this Figure 3.13, the researcher wanted to know the opinion of the loyal customers about the existence of Miss Indonesia Universe 2004 as a brand ambassador to help promote it.
A: “…Many commercials or entertainment used her as part of the public persona, while proving that she exists and famous as an artist, public figure and brand ambassador of Taman Sari Royal Heritage Spa…”. Ultimately, popularity is important as a brand ambassador in order to promote his product or service as part of his responsibility and duty. The researcher concludes within this information to inform the activities as a public figure in which her beauty keeps strong ties with where she comes from as a brand ambassador of Taman Sari Royal Heritage Spa.
We hope that she can convey a message of Taman Sari Royal Heritage Spa's vision and mission as a brand ambassador to the public because she would be more aware of the product and service.
Questionnaire Data Analysis
The Analysis of Interview and Document Study
Recommendation
As its strategy, the company must assess whether a brand ambassador's image matches a product and service image or in other words, it must go well with the company's identity or even change the brand ambassador with the new one that represents and attracts people today where every Miss Indonesia Universe has been chosen every year to be the direct brand ambassador for the company. For the next research, it would be better if the researcher can conduct the research with more respondents of interview and more general respondent characteristics, to get more information about the problem that is in the research. Also take the opportunity to get the answers to the problem with excellent result of the limited time, scope of research etc.
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