GAMIFICATION DALAM MEMBANGUN BRAND AWARENESS PADA KOLABORASI NCT DREAM DAN LEMONILO
(1) * Rusdiana Lestyorini Mail (UPN Veteran Jawa Timur, Indonesia)
*corresponding author

Abstract


Penelitian ini dilatarbelakangi oleh semakin populernya budaya Korea di Indonesia dari waktu ke waktu sehingga banyak pengusaha pemilik sebuah brand yang berkolaborasi dengan idol group atau selebriti Korea Selatan untuk meningkatkan baik branding maupun penjualan produk mereka dikalangan masyarakat. Penelitian ini bertujuan untuk mengetahui bagaimana konsep gamification diterapkan dalam lingkup branding untuk meningkatkan brand awareness sebuah brand makanan sehat yaitu Lemonilo, serta bagaimana fenomena tersebut dapat meningkatkan brand awareness khususnya dikalangan kpopers. Penelitian dilakukan dengan menggunakan metode kualitatif dengan teknik interview dan observasi.

Keywords


gamification, brand awareness, lemonilo

   

DOI

https://doi.org/10.31604/jips.v11i6.2024.2531-2537 		      

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10.31604/jips.v11i6.2024.2531-2537 Abstract views : 0 | PDF views : 0

   

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