Each company needs good marketing and strong communication strategy to achieve the desired

marketing goals and increase interest buy. Product, price, place, and promotion being the most
important thing to make an excellent marketing strategy. To keep up with the times, each
company should modify its processes and material of their production, control quality and
expand their product offerings. While the communication strategy focuses on how to deliver
messages and influencing behaviour and user’s attitudes, in a business to business or business to
consumer manner (Parents & Strausbaugh,2015:148). By making an interesting advertisement
which attract consumers is one of communication marketing strategies that can used by
companies for promote their product. Kotler and Keller (2012: 513) explain that advertising
activities are wrong one promotional activity. Advertising can also be in the form of print and
broadcast advertising, packaging, packaging inserts, cinema advertisements, brochures or
booklets, posters or flyers, directories, advertising reprints, billboards, signage, POP displays and
DVDs. (Parente & Strausbaugh,2015 : 149) discusses the nature of advertising is an intermediary
between company and its customer to offer products and services and form these offers buyers
can also benefit from buying the company’s products or services.

Advertisement will be shown in media such as printed media (newspapers, magazines),

electronic (television, radio, internet) and field media such as billboards and posters. However in
the digital era, there are more companies using electronic platforms especially social media to
promote ads that can be more easily seen and reached more audience at one time. in early 2021
HootSuite held a research namely We Are Social, Indonesian internet users have reach 202,6
million people, so it can be conclude that almost all Indonesians consume internet for their daily
life. Therefore, this can be opportunities for companies to promote their brands or products
massive through cyberspace.

Indonesians internet user

Source: Indonesia Digital 2021
The process of buying and selling goods or services on the World Wide Web commonly called
electronic commerce or E-commerce. E-commerce has changed the way of these selling and
buying activities, it also bring a new way to sale from traditional way to transfer and process
information automatically. E-commerce focuses on selling goods and services over the internet
(Suyanto,2003). Indonesian e-commerce user in Indonesia about 88.1% of internet users in
Indonesia have used e-commerce services to buy certain products in the last few months. Based
on We Are Social Survey in April 2021, Indonesian internet user have used the highest number
to buy certain products in the last few months.

10 highest country e-commerce user over the World (April, 2021)

Source: Katadata

The use of people in advertising is effective because it can provoke emotional reactions and
attitudes. In addition, the purpose of an advertisement is to get target consumers so that they
think about the product or company. Promote a brands or products in creating awareness to the
public is marketing communication history. It is likely that the credibility associated with the
celebrity will then be transferred or be associated with the brand. Thus, choosing the right
celebrity to endorse the brand is one of the possible way to positive perceived quality perceived
by consumers which will subsequently resulting in strong brand equity. (Kotler & Keller, 2013).
The Concept of Brand

Customers’ perspective and/or from the brand owner’s perspective build a concept of brand. A
brand captured entire picture of customer’s mind and as such

A brand represents the entire picture captured in the mind of customers and as such, brands are
revered as vital assets as far as individuals, organizations or companies are concerned. In
addition, brands are sometimes defined in term of their purpose and sometimes described by
their characteristics (Wood, 2000). Nowadays, a brand is not only a product with a sign or
symbol, other than that brand turns the product or service into something of customer value
(Ind,2003). A brand must provide uniqueness, specific characteristic, or identifiable factors that
can made customer link to the brand. Brand is the important part of the product.

The American Marketing Association giving brand definition as overall customer experience that
distinguishes an organization or product from its competitors as customer perspective. This is the
most appropriate definition to represent word of brand recently. Business situation today need
more than just logo or name to be a success on this tight business competition. Business should
have an identity to get an appreciation from customers.

The satisfaction on customers not only depend on product quality but also experience when they
use the products or service itself. Thus, improvement from value of brand by the firm should
always be needed (Knapp,2000).

Brand Image

Brand image well known as brand identity. Upshaw (1995) treats brand identity as “the
configuration of words, images, ideas and associations creating the total brand image in buyers”.
Numerous authors, including Kall (2005), draw attention to the fact that brand identity is shaped
consciously by its owners and it aims at determining the meaning, intent and calling of a given
brand. In other words, this term constitutes a specific message about a given brand presented by
a given company to its recipients using various marketing activities. Biels (1992) describe image
of brand as having three sub images; image of products /service’s provider or corporate image;
image of product/service itself; and image of the user.

Kotler (2004) used it to describe “an activity related to shaping the offer and image of an
enterprise resulting in a clear and significant position of the brand in the memory of target
recipients”. In this definition, Kotler refers to marketing activities aimed at specific associations,
which are supposed to help differentiate the brand from other similar brands functioning on a
given market. Kapferer (2008) highlights an important market function of positioning in his
approach, referring to stimulation of competitiveness.

Brand Awareness
Brand awareness is the ability of consumers to recognize or remember a brand, including names,
images, logos, and also certain slogans that have been used by the brand in promoting their
products. The ability of consumers to recognize and remember brands plays a major role in
someone's decision to buy products. Brand awareness is an important thing to any business to
make continuity buying. People may buy thing or using service from every well-known product
and easy to know such from its logo or tagline from a product advertisement. Brand awareness is
one of measurement to a brand performance. Lower brand performance will take any way to
leverage their advertisement strategy until their brand awareness level returns. Brand awareness
divided into three level;

a. Brand recognition, called aided recall, is the ability of consumers to recognize a product
when they see the product. Not necessarily consumers can remember their name, but they
recognize it when they see the visuals of the product such as display, logo, slogan, or
color.
b. Brand recall, called unaided recall or spontaneous recall, is consumers ability to
remember name of brand from their memories according to product category. It’s
influenced by several factors such as brand loyalty and frequency of product use.
c. Top of mind awareness, refers to a particular brand or product that first appears in
consumers' minds when they are thinking about a particular industry or category.

Based on the survey results, many brands are currently using influencer marketing because this
method is very helpful in increasing brand awareness, reaching the target audience, as well as
introducing their products through content created by influencers. Using celebrity as
endorsement had their origins in the mid-nineteenth century (Erdogan, 1999), but began to be
heavily used with the emergence of television in the late 1960s (Kaikati, 1987), and so being
considered an omnipresent resource of modern marketing (McCracken, 1989). More importantly,
in a crowded media environment where advertisers face an increasing challenge of attracting
consumers’ attention, celebrities are said to have the ability to break through this media clutter
and hold viewers’ attention (Miciak and Shanklin, 1994; Charbonneau and Garland, 2005).

Celebrity endorsement influences advertising effectiveness, brand recognition, brand recall,

purchase intentions and even purchase behaviour. Celebrity endorsements have indicators,
namely VisCAP (visibility, credibility, attractiveness, power). Visibility is how popular an artist
is among the public, credibility has two meanings, namely how consumers judge that an artist
has expertise and can be trusted in convincing consumers, attraction is how much attraction the
artist has in convincing consumers, while power is how much power an artist can have. convince
consumers. This celebrity phenomenon attracted the attention and interest of the academic
community, generating a considerable amount of research and, accordingly, a constant flow of
articles on this subject (Bergkvist and Zhou, 2016). Amos et al. (2008), proposed a review of the
qualitative studies related to the use of celebrity endorsement and their efficiency and the last
analysis was carried out by Bergkvist and Zhou (2016), aimed to identify the different areas of
research and analyze the possible conflicting results. Celebrity endorsement has been a subject
much addressed in recent years, most of the articles reviewed do not clearly propose a definition
of what celebrity endorsement would really be.
 Source: https://www.dewaweb.com/

Based on the survey results above, it can be seen that influencers marketing increased brand
awareness by 76% and reached a new audience of 71%. In essence, influencers marketing is
proven to help increase brand awareness. In addition to brand awareness, influencers marketing
also helps introduce the brand to new consumers, helps increase sales, and increase website
traffic.

Korean Government take a hard effort to sell its cultural assets overseas through acquiring global
popularity and consumption called the Korean Wave. The success of the Korean Wave, it has
generated more Korean celebrity endorsed brands/ products to global regions especially
Indonesia. The Ministry of Culture, Sports and Tourism announced the launch of a new
department to support the Korean Wave’s further expansion. Agus Soehadi, Business and
marketing researcher from Prasetiya Mulya University, said South Korean celebrities act as
supporters who can increase consumer interest in buying products. Korean Wave or in
Indonesian called the Korean Wave is a term which is used to describe Korean pop culture that
spreads rapidly globally and in demand by various countries in the world since the 1990s. Many
people in different countries are interested in learning about culture and Korean language.
Purchase interest is consumer behavior in response to consumer interest in making a purchase
(Kotler and Keller 2012).

The trend of e-commerce attracting artists from the Ginseng Country cannot be separated from
hallyu fans in Indonesia. He gave an example, one instant noodle brand uses South Korean actor
and singer Choi Siwon. "One of the main reasons, many Indonesian consumers love Korean
dramas. Meanwhile, Shopee collaborated with Blackpink in the framework of the 12.12 national
online shopping day (harbolnas) in the Philippines, Vietnam, Singapore, Malaysia, Thailand,
Taiwan, and Indonesia in 2018. Within three months, Shopee overtook Lazada in terms of the
highest number of visits per month to regional platforms in early 2019. Even though Lazada was
still leading at the end of 2018, based on iPrice data.

During this pandemic, for example, there are at least four e-Commerce brands in the country that
collaborate with Korean artists as brand ambassadors and brand endorsers. Even though the rates
for these Korean artists are exorbitant, the managers of e-commerce brands still work with them
as a marketing and communication strategy. This step is quite understandable, the use of this
Korean artist has an impact on the performance of their brand.

The importance of this issue to be raised, because researchers see that there are the development
of the k-wave phenomenon strengthens the brand image of a company.

Table Indonesian E-commerce Map Q2 2021

Source : https://iprice.co.id/

In August 2021, Tokopedia is known to have active users 147 million people per month.
According to the survey, the average young generation aged 19 years and over prefer Tokopedia
as their marketplace site believe. Tokopedia also managed to beat the defending champion,
Shopee, who was ranked first from the fourth quarter of 2019 to the fourth quarter of 2020.

Regarding a recent survey conducted by Statista research institute in January 2021, it was found
that as many as 65 percent of buyers and users of e-commerce services are women.
(Kompas,2018) Trends the increase in spending in e-commerce is also more dominated by e-
commerce Generation Z and millennials (people aged 18-35) who are known to have contributed
as much as 85 percent of the total transactions. (Muazam,2020). According to Grail Research
(2011), Z generation is the truly first internet generation. If Y generation born when transition
technology, so Z generation born when the technology are ready to use (Rastati,2018).
According to Katadata, Tokopedia is one of the first e-commerce-based start-up companies
originating from Indonesia. This technology company, has a mission to achieve economic
equality digitally. Degree-winning company. This unicorn, has succeeded in reaching 97 percent
of the sub-districts, has more than 90 million monthly active users or consumers, 7.8 million
sellers, which in the end created 86.5 percent of new sellers and entrepreneurs. Tokopedia
Indonesia Business focuses on marketplaces that provide a wide selection of products.
1. TOKOPEDIA X BTS

Tokopedia held the "Indonesian Shopping Time" (WIB) program featuring a Korean brand
group, BTS, on July 29, 2020. The program scored a success. Referring to data from Nielsen, the
Tokopedia WIB TV Show was successfully watched by 1 in 4 television viewers throughout
Indonesia from 11 cities through SCTV and Indosiar. While on the Tokopedia Play application
platform, the number has reached 1 million streams.bWithin two hours of the event, Tokopedia
was successfully visited by the public almost 5 million times. The involvement of Tokopedia's
brand ambassador, BTS, made the program very widely discussed on social media, until it was
ranked first in the trend, both in Indonesia and the world.

2. LAZADA X LEE MIN HO

Ahead of the 11.11 Shopping Festival this year, Lazada officially collaborates with Lee Min Ho
as the regional brand ambassador in Southeast Asia. Lee Min Ho is considered very in tune with
Lazada consumers. In addition, he is known for his passionate, optimistic, and always positive
personality. In fact, he is known and loved by many fans in Southeast Asia as the main character
in many popular TV series, such as “Boys Over Flowers”, “City Hunter”, and most recently “The
King: Eternal Monarch”. This factor made Lazada choose Lee Min Ho as its regional brand
ambassador.

3. SHOPEE X STRAY KIDS

The "Flash Sale Shopee 11.11" program which was held in 2020 became a momentum for
Shopee to introduce its newest brand ambassador, Stray Kids, which is a boy band from Korea
with 8 members under JYP Entertainment. Previously, Shopee had also collaborated with two
Korean girl bands, Blackpink in 2018 and Gfriend in 2019, as advertising stars. When
collaborating with Gfriend in November 2019, to be precise in the "Party Discount 11.11"
program, Shopee was able to record sales of up to 70 million products in seven countries,
including Indonesia. This time, the number of visits overtook Tokopedia. No wonder, if Shopee
managed to rank first in Indonesia at the end of 2019, after collaborating with Gfriend.

4. BLIBLI X PARK SEO JUN

Harbolnas (National Online Shopping Day) at the end of 2020 became a momentum for Blibli to
introduce its newest brand ambassador, Park Seo Jun. Through the Blibli Hysteria 12.12
program, Blibli will present a special broadcast, Blibli Hysteria 12.12 livestream with Blibli
Brand Ambassador, Park Seo Jun.Through this livestream, Park Seo Jun's customers and fans
can enjoy a show where Park Seo Jun will greet the audience for the first time in Indonesia while
participating in the Hysteria 12.12 shopping festival. The series of Blibli programs during the
Harbolnas program is the embodiment of Blibli's business strategy, namely Customer
Satisfaction First.
https://mix.co.id/marcomm/news-trend/empat-e-commerce-ini-gandeng-artis-korea-sebagai-
brand-ambassador-efektifkah/

https://www.dewaweb.com/blog/brand-awareness/

Durmaz, Yakub
A teoratical approach to the concept of brand