Brand Image dalam Persaingan Iklan E-commerce dengan Menggunakan Brand Ambassador(Analisis Semiotika Iklan Shopee ‘Bisa Tuku Saiki’ versus Tokopedia x BTS)

Narida, Marshelia Gloria (2020) Brand Image dalam Persaingan Iklan E-commerce dengan Menggunakan Brand Ambassador(Analisis Semiotika Iklan Shopee ‘Bisa Tuku Saiki’ versus Tokopedia x BTS). JCommsci (Journal Of Media and Communication Science), 3 (1). pp. 12-25. ISSN 2655 4410

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Abstract

JCommsci (Journal Of Media and Communication Science)12Diterbitkan oleh Program Studi Ilmu Komunikasi Universitas Matarame-ISSN 2620-8709; p-ISSN 2655-4410JCommsci Vol. 3, No. 1, 2019, hlm. 12-25Brand Imagedalam Persaingan Iklan E-commercedengan Menggunakan Brand Ambassador(Analisis Semiotika Iklan Shopee ‘Bisa Tuku Saiki’ versus Tokopedia x BTS)Marshelia Gloria NaridaProgram Studi Ilmu Komunikasi Universitas Kristen Indonesiagloriamarshelia@gmail.comBrand Image in the Competition of E-commerce Advertising with Brand Ambassador (Semiotic Analysis on Shopee’s Advertisment 'Bisa Tuku Saiki' versus Tokopedia x BTS)ABSTRACTThe high rate ofdevelopment of e-commerce business in Indonesia requires e-commerce to create a positive brand image in order to gain customer trust and to be superior to competitors from similar e-commerce. One e-commerce effort to get an edge in the middle of the competition is through advertising by using brand ambassadors. In Shopee's ‘2.2 Men Sale’ advertisement, Didi Kempot who is Shopee's brand ambassador took 7 photos using the same clothes, shoes and style as the seven BTS personnel in Tokopedia x BTS advertisements. The headline 'Bisa Tuku Saiki' or abbreviated as BTS shows that the advertisement made by Shopee shows the meaning of competition between Shopee and Tokopedia. The results of the analysis using Roland Barthes's semiotic analysis technique, it was found that through these advertisements Shopee built a brand image as an e-commerce application that could be used by all Indonesian people of various ages, genders, professions, hobbies and lifestyles. In contrast to Tokopedia ads that feature young people who have style, passion and achievement, Shopee actually shows that style, passion and achievement can not only be owned by teenagers, but the baby boomers can have it and customers only get it in the Shopee app.Keywords: e-commerce; brand image; brand ambassador; advertising

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