Title:
THE EFFECT OF SONG JOONG KI AS A BRAND AMBASSADOR OF SCARLETT WHITENING PRODUCTS ON THE PURCHASE INTEREST OF STUDENTS IN KOREA LANGUAGE STUDY PROGRAM

Authors:
Rahmad Faisal and Wulan Damarwati

Abstract:
Marketing in a beauty product is one of the supports in increasing sales. However, the expertise of marketers is not only required to be able to negotiate with customers but it must also be able to use language in product advertising and use various elements that support creativity, so that the advertisement is being promoted can attract customers and it is called as popular culture. Currently, popular culture that is well-known in Indonesia and very popular with teenagers lately is K-Pop culture from South Korea. The increasing popularity of K-pop has made various beauty companies make these K-Pop artists as icons in marketing their products. One of company that collaborate with Korean actors is PT. Beringin Abadi's motto, which produces skincare products under the Scarlet Whitening brand, collaborates with Song Joong Ki as the brand ambassador in marketing their products. This study aims to find the influence of brand ambassador Song Joong Ki on Scarlet Whitening products on buying interest in students of the Faculty of Korean Language and Literature and to analyze the influence of brand ambassador Song Joong Ki on Scarlet Whitening products on buying interest in students of the Faculty of Korean Language and Literature at the National University class of 2018. This study used a quantitative research method. The sample in this study was students of Korean Language and Literature at the National University class of 2018 with a total sample of 114 respondents. The sampling technique used in this study is a non-probability sampling technique with purposive sampling method. The data analysis technique used is descriptive statistical analysis and simple linear regression analysis. In this study, it was found that the variable Song Joong Ki as a brand ambassador has a significant effect on the variable interest in buying Scarlett Whitening products the brand ambassador Song Joong Ki contributed 72.4% in an effort to influence buying interest for Scarlett Whitening products, while the remaining 27.6% was influenced by other variables not examined in this study

Keywords:
Brand Ambassador, Song Joong Ki, Scarlett whitening, Buying Intention