Analisas Pengaruh Brand Ambassador Kpop BTS Terhadap Brand Image (Citra Merek) E-Commerce Tokopedia di Kabupaten Situbondo

Abstract

Advances and developments in technology are currently increasing rapidly and are difficult to avoid, especially in the field of telecommunications. Various kinds of information can be accessed easily and quickly using the internet. Over time, several ideas emerged to take advantage of the internet in online trading, so that the role of the internet can be an opportunity for everyone to develop a business in the realm of online sales. Buying and selling online or also known as e-commerce. The presence of e-commerce can bring up various positive and negative impacts in people's lives. The needs of society are increasingly diverse, whether it's because of the need for a product or just the desire to have that product. Many people want to look trendy so they sacrifice their savings to buy something, but not all of the products they want are available like in Situbondo Regency, so people choose to shop online to get the products they want. Besides that, online shopping facilities are now easily accessible by various groups and various kinds of attractive promos offered by e-commerce are also one of the people's considerations for shopping online. The negative impact of using the wrong brand ambassador can affect the company's brand image. There have been many negative responses from the public. This condition also had an impact on the decline in Tokopedia transactions. This is the reason for the importance of evaluating brand ambassadors to improve the brand image of a product.