Doctor Reisa's role as A Brand Ambassador for Dettol

Farah Putri Azzahra, Cecep Safaatul Barkah, Arianis Chan, Pratami Wulan Tresna

Abstract


Abstract. This journal measure effectiveness Doctor Reisa’s role as Brand Ambassador for Dettol. Measurement is done with survey to consumer based on consumer behavior and also based on theory of Brand Ambassador. This research created several conclusion based on analysis to consumer of Dettol. The object of this research is Dettol, a brand name which is an antiseptic liquid disinfectant manufactured by Reckitt Benckiser, one of the most popular healthcare products in the world and Doctor Reisa, an Indonesian doctor, actress, model, and presenter, also Head of Communications for the Task Force for the Acceleration of Handling COVID-19 in Indonesia. Doctor Reisa represent a work-mom with child and a credivility source. The measurement results can be consideration for choosing the right Brand Ambassador.

Keyword. brand ambassador; dettol; credibility source


Keywords


brand ambassador; dettol; credibility source

Full Text:

PDF

References


Alamsyah, F., Oktini, D., & R, M. (2005). Pengaruh Karakteristik Konsumen dan Penjual

Serta Unsur Produk Terhadap Tingkat Konsumsi Teh (Kasus Pada Konsumen Rumah

Tangga Di Daerah Pemasaran Kota Bandung). MIMBAR: Jurnal Sosial dan Pembangunan.

Dudovskiy, J. (n.d.). Business Research Methodology. Retrieved from researchmethodology.net: https://research-methodology.net/consumer-buyer-behaviourdefinition/

Effendi, S. (2012). Metode Penelitian Survei. Jakarta: LP3ES.

Fassenda S, N., & Auliyani, Z. F. (2017). Metode Penelitian Kuantitatif: Desain Penelitian

Survei.

Kotler, & Keller. (2008). Manajemen Pemasaran. Jakarta: PT Indeks.

Lea-Greenword, G. (2013). Fashion Marketing Communication. Southern Gate: Wiley.

Rein, I., Kotler, P., & Stoller, M. (1997). High Visibility: The Making and Marketing of

Professionals into Celebrities. NTC/Contemporary Publishing Company.

Rogers, E., & Storey, J. (1987). Communication campaigns. Sage publications, Inc.

Royan, F. (2004). Marketing Celebrities. Jakarta: PT Elex Media Komputindo.

Schiffman, L., & Wisenblit, J. (2015). Consumer Behavior. New York: Pearson Education.

Shimp, A. T. (2010). Intergrated Marketing Communication in advertising. SouthWestern: Cengage Learning.

Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif,.

Bandung: Alfabeta.

Wahyuni, N. (2014, November). QMC Binus. Retrieved from qmc.binus.ac.id:

https://qmc.binus.ac.id/2014/11/01/u-j-i-v-a-l-i-d-i-t-a-s-d-a-n-u-j-i-r-e-l-i-a-b-i-l-it-a-s/

Wikipedia. (2021, November). Wikipedia. Retrieved from

https://id.wikipedia.org/wiki/Reisa_Broto_Asmoro

Wikipedia. (2021, Januari). Wikipedia. Retrieved from

https://id.wikipedia.org/wiki/Dettol#:~:text=Dettol%20adalah%20nama%20merek

%20yang,susu%20bila%20dilarutkan%20dalam%20air.




DOI: https://doi.org/10.17509/tjr.v4i2.41631

Refbacks

  • There are currently no refbacks.


 Creative Commons License

The International Journal Business Review (The Jobs Review) is licensed under a Creative Commons Attribution-ShareAlike 4.0

View My Stats