THE EFFECT OF BRAND AMBASSADOR TOWARD BRAND IMAGE AND PUBLIC AWARENESS (CASE STUDY IN TAMAN SARI ROYAL HERITAGE SPA JAKARTA FROM 2005-2011)

Abstract

Spa industry has a role to provide services and completed with products which manage for commercial purpose. Its sector is important in term of economic growth. Despite the growth currently taking place in the spa industry, there are still challenges to consider by some company to running this business. The purpose of this research is to analyze the effect of having Miss Indonesia Universe 2004 as brand ambassador toward its brand image and public awareness as a study case in Taman Sari Royal Heritage Spa Jakarta

The researcher used the marketing mix theory as a foundation to address the problems; in this case the researcher is more emphasis on promotion that used to analyze it. This company is used promotion as a weapon to communicating with the public in an attempt to influence them toward buying its products and services. All the ways available to make a product and service known to and purchased by customers, including used spoke person or brand ambassador as a tool to promote by advertising it, in some social media.

The research was designed using qualitative method, which focuses on words rather than number. Used primary and secondary data which were utilized in the process of interview, investigation and selection of respondents; the set of survey questionnaires and procedures. The data from the insight of the company a varied of sales report it’s compared with the result interview and questionnaires used to analyze in order to obtain the result and answers the stated in problem.

The researcher conducts to use depth interview into the sales manager and head of communication which consist of 4 questions. Also 15 questionnaires that gave to the loyal customers that are all related with the topic and theory. Those things become the primary data result. The secondary data used to strengthen the primary, its data such as: data sales report during 2005 until 2011 and more detail on January-December 2011, the agreement latter as evidence and newsletter about brand ambassador. The result from the analysis show, its effective campaign to use it as part of promotion and able to bring company in top of mind into customers purchase intention indeed spa business rivalry.

The researcher findings that is brand ambassador able to bring benefit for the way the company promotes the product and service. In these ways, due to increase brand image and improve public awareness be in the know the extent of the role spokesperson. The brand ambassador able to maintain or even increase the sales and public awareness since 2004 until 2011, that’s proving by her existence in nowadays. With this research can be concluded how the role of promotion in doing business and to evaluate the company to maintain or even continue to enhance the promotion regularly in order to always get into profit.