The Role of Using K-Pop celebrity “Tzuyu” as a Brand Ambassador in Selling Ponds Products
Abstract
This study aims to analyze the role of using K-Pop celebrity “Tzuyu” as a brand ambassador in selling Ponds products. This research uses a qualitative approach with an analytical method. Data was collected through indirect observation (online) on the comments of Ponds Indonesia Instagram posts. The sample was selected based on the events of the celebrity's role as a brand ambassador within a certain period of time. The results showed that Ponds products experienced a significant increase in sales after appointing Tzuyu as their brand ambassador. This shows that Tzuyu is very effective in increasing sales of Ponds products. The effectiveness of Tzuyu in increasing sales of Ponds products can be attributed to several factors, such as Tzuyu's popularity in Indonesia, Tzuyu who is well known in various countries, and the positive image of Tzuyu. The results of the study showed that there was a significant increase in sales of Ponds products after Ponds featured Tzuyu celebrity advertisements.
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DOI: https://doi.org/10.12928/sylection.v4i1.18799
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