PEMAKNAAN LEE MINHO SEBAGAI BRAND AMBASSADOR AZARINE BAGI KOMUNITAS PENGGEMAR “OMI” (OFFICIAL MINOZ INDONESIA)

Westrenen, Stevia Syalomita (2026) PEMAKNAAN LEE MINHO SEBAGAI BRAND AMBASSADOR AZARINE BAGI KOMUNITAS PENGGEMAR “OMI” (OFFICIAL MINOZ INDONESIA). S1 thesis, Universitas Kristen Indonesia.

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Abstract

ABSTRAK Penelitian ini bertujuan mengetahui pemaknaan Lee Min Ho sebagai brand ambassador Azarine oleh komunitas penggemar Official MINOZ Indonesia. Penelitian menggunakan pendekatan kualitatif deskriptif dengan wawancara mendalam terhadap enam informan anggota komunitas yang mengetahui kolaborasi Lee Min Ho dengan Azarine dan menggunakan produk Azarine. Data dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa penggemar memaknai Lee Min Ho tidak hanya sebagai figur promosi, tetapi sebagai representasi nilai dan citra merek Azarine. Hubungan parasosial yang terbentuk membuat karakter positif Lee Min Ho, seperti profesional, terpercaya, dan berkelas, turut diasosiasikan kepada Azarine. Selain itu, Lee Min Ho dimaknai sebagai simbol perkembangan Azarine sebagai brand lokal. Meskipun demikian, kualitas produk tetap menjadi faktor utama penggunaan Azarine. Kata Kunci: hubungan parasosial, brand ambassador, Lee Min Ho, Azarine./ABSTRACT This study aims to examine how members of the Official MINOZ Indonesia fan community interpret Lee Min Ho as Azarine’s brand ambassador. A descriptive qualitative approach was employed through in-depth interviews with six informants who were aware of Lee Min Ho’s collaboration with Azarine and had used Azarine products. Data were analyzed through data reduction, data display, and conclusion drawing. The findings reveal that fans interpret Lee Min Ho not merely as a promotional figure, but as a representation of Azarine’s brand values and image. Long-term parasocial relationships encourage fans to associate Lee Min Ho’s positive characteristics, such as professionalism, trustworthiness, and elegance, with the Azarine brand. Lee Min Ho is also interpreted as a symbol of Azarine’s growth as a local brand. However, product quality remains the primary factor influencing product usage. Keywords: parasocial relationship, brand ambassador, Lee Min Ho, Azarine

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