Hubungan NCT Dream dengan Brand Awareness Produk Lemonilo

Abstract. In the digital era, brand ambassadors play a vital role in increasing brand awareness, especially among young consumers who are active on social media. This study aims to examine the relationship between visibility, credibility, attractiveness, and power of brand ambassadors and the brand awareness of Lemonilo products within the K-pop fan community, specifically among members of the NCTzen Bandung WhatsApp group. A quantitative method with a correlational approach was used. Data were collected through a questionnaire distributed to 90 respondents selected randomly using the Slovin formula. The data were analyzed using the Spearman Rank correlation technique through SPSS. The results show a strong and significant relationship between NCT Dream as brand ambassadors and Lemonilo’s brand awareness. Each dimension—visibility (r = 0.707), credibility (r = 0.636), attractiveness (r = 0.607), and power (r = 0.657)—has a positive and significant correlation. The study concludes that selecting the right brand ambassador, particularly public figures with a large and loyal fanbase like NCT Dream, is proven effective in increasing brand awareness. These findings recommend that companies collaborate with celebrities relevant to their target market in digital marketing strategies. Abstrak. Di era digital, brand ambassador memiliki peran penting dalam meningkatkan brand awareness, khususnya di kalangan konsumen muda yang aktif di media sosial. Penelitian ini bertujuan untuk menguji hubungan antara visibilitas, kredibilitas, daya tarik, dan kekuatan brand ambassador terhadap brand awareness produk Lemonilo di kalangan komunitas penggemar K-pop, khususnya anggota grup WhatsApp NCTzen Bandung. Metode yang digunakan adalah kuantitatif dengan pendekatan korelasional. Data dikumpulkan melalui kuesioner yang disebarkan kepada 90 responden yang dipilih secara acak menggunakan rumus Slovin. Analisis dilakukan menggunakan teknik korelasi Spearman Rank melalui SPSS. Hasil penelitian menunjukkan adanya hubungan yang kuat dan signifikan antara brand ambassador NCT Dream dengan brand awareness Lemonilo. Setiap dimensi—visibilitas (r = 0.707), kredibilitas (r = 0.636), daya tarik (r = 0.607), dan kekuatan (r = 0.657)—berkorelasi positif dan signifikan. Kesimpulannya, pemilihan brand ambassador yang tepat, terutama figur publik dengan basis penggemar yang besar dan loyal seperti NCT Dream, terbukti efektif dalam meningkatkan brand awareness. Temuan ini merekomendasikan perusahaan untuk menggandeng selebriti yang relevan dengan pasar sasaran dalam strategi pemasaran digital.