BTS, is the most famous Korean idol group band boy currently not only in Indonesia but also around the world. It has become the target of many big companies to cooperate with them as the Brand Ambassadors or  Influencers of their company products because of the huge benefits they can receive that eventually lead to the term "Bts Effect" . This study aims to analyze the AISAS model towards the BTS Effects as the brand ambassador/influencer. It is qualitative research which uses structured Questionnaires and observation for gaining the data. The target of this study is 25 informants as BTS lovers who have used BT21 products.  The result of this study showed that in this digital era, AISAS model is more suitable to be implemented in the marketing promotion process. By applying this model, customer motivation will increase, and this will encourage them to buy the product. Besides that, it will also create positive customer behavior towards the products


Perilaku Konsumen , Brand Ambassador, AISAS

Full Text:



Brown, D., & Hayes, N. (2008). Influencer Marketing : Who Really Influences Your Customers?. Oxford: Elsevier.

Doucett, E. (2008). Creating Your Library Brand, Communicating Your Relevance and Value to Your Patrons. Chicago: American Library Association (E-books).

Gaied, A., & Rached, K. (2010). The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising. IBIMA Business Review, 2010, 1–13.

Hapsari, P. D. (2016). ANALISIS AISAS MODEL TERHADAP PRODUCT PLACEMENT DALAM FILM INDONESIA Studi Kasus : Brand Kuliner di Film Ada Apa Dengan Cinta 2. 12(2), 69–81.

Kamins, M. A. (1990). An Investigation into the ‘Match-Up’ Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep. Journal of Advertising, 19(1), 4–13.

Kotler, P. (2000). Manajemen Pemasaran. Jakarta: Prenhallindo.

Kotler, P. (2003). Marketing Management International. New Jersey: Prentice Hall.

Kotler, P., & Armstrong, G. (2015). Principles of Marketing (Edisi 12). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran (Jilid 1). Jakarta: Erlangga.

Lea-Greenwood, G. (2012). Fashion Marketing Communications E-book. USA: Wiley.

Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159–173.

Ohanian, R. (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers Intention to Purchase. Journal of Advertising, 31(1), 46–54.

Rex, M. (1997). Source Expertise and Attractiveness of Celebrity Endorsement: A Literature Review. Cyber Journal of Sport Marketing.

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

Shimp, T. A. (2003). Periklanan Promosi (Jilid 1). Jakarta: Erlangga.

Stafford, M. R., Stafford, T. F., & Day, E. (2002). A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions. Journal of Advertising, 31(2), 17–35.

Sugiyama, Kotaro, & Andree. (2011). The Dentsu Way. United States: Dentsu Inc.

Sumarwan, U. (2003). Perilaku Konsumen. Jakarta: Ghalia Indonesia.

Sunyoto, D. (2012). Dasar-dasar Manajemen Pemasaran. Yogyakarta: CAPS.



Dipublikasikan oleh LPPM Universitas Bina Sarana Informatika

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License