Abstract
This article examines PT. Shopee Indonesia's strategy in increasing sales with Korean celebrity brand ambassadors. Theory used is the integrated marketing communication theory by Kotler & Armstrong (2008) and brand ambassador concept owned by Rossita & Percy (2005). Data analysis is with observation, documentation and interviews of 4 informants by applying case study methods. The results showed choosing GFRIEND as the brand ambassador of Shopee 11.11 Big Sale campaign resulted in the sale of 70 million items sold on November 11, 2019, and sales tripled in the first hour compared to 2018. By running four of eight integrated marketing communication models by Kotler & Armstrong (2008) such as sales promotion, advertising, interactive marketing, and also events and experiences conducted through both mass media, online media, and social media resulted in a third quarter achievement of 2019 PT. Shopee Indonesia increased by 261,1% or equivalent to 257,2 million dollars, as well as Gross Merchandising Value (GMV) of 69,9% or equivalent to 4,6 billion dollars compared to 2018. This means that making GFRIEND as a brand ambassador Shopee 11.11 Big Sales is the right strategy and successfully brings PT. Shopee Indonesia to a significant increase in sales.
Highlights
The phenomenon of business and commerce in the digital age, offers a variety of lines that are already integrated with internet technology
Based on analysis conducted with social marketing communication, brand ambassador and integrated marketing communication on GFRIEND as korean celebrities utilized pt
GFRIEND is always involved in every promotion that has been on the network in Shopee 11.11 Big Sale
Summary
The phenomenon of business and commerce in the digital age, offers a variety of lines that are already integrated with internet technology. Brand ambassadors are usually chosen based on the characteristics of a product that it will bring and adjust to the target market so that it is able to represent a product and have a good selling value. One of the stars is Celebrity and Girl Band from Korea GFRIEND, which is a Brand Ambassador in Shopee Korean Fair campaign period August to December 2019. Communication is the process of delivering messages from communicators to communion in order to be able to get feedback in the form of behaviour Marketing in this case is to offer a product to consumers as its target. Wanting to repeat the success when presenting Korean celebrity Girl Band BLACK PINK in 2018, Shopee brought GFRIEND as Brand Ambassador to Indonesia. Shopee Indonesia and how “GRFIEND” as Korean celebrity brand ambassador is implemented as a strategy to increase sales PT.
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