PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE PADA E-COMMERCE INDONESIA

Abstrak

The growth of the e-commerce industry in Indonesia shows a very rapid development, this requires companies to be able to create a positive brand image in order to gain consumer trust and be superior to its competitors. One strategy to gain an advantage in the midst of this competition is to use advertising media accompanied by including celebrities as brand ambassadors, the existence of celebrities to support the development of a product or company so that it can boost the brand image and get the attention of consumers. The literature study is carried out by writing the keywords: Brand Ambassador, Brand Image and E-commerce for journals taken from Google Scholar so that ten journals are filtered after and according to this report. Brand ambassadors can influence the brand image of a product or company. As in e-commerce companies that are increasingly in demand by the public lately, especially because during the Covid-19 pandemic, people were urged to avoid crowds, so that to meet their needs people tend to choose to shop online besides that Indonesian digital consumers are also more selective in determining e-commerce selected. So that the use of brand ambassadors is to influence people's perceptions of the company's brand image and attract new consumers. In addition, the use of brand ambassadors can be a booster in the promotion strategy of e-commerce companies.