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Abstract

Penelitian ini menganalisis strategi promosi Balenciaga melalui pemanfaatan duta merek selebritas, dengan fokus pada peran PP Krit dalam memulihkan citra merek setelah kontroversi iklan yang menyebabkan penurunan posisi Balenciaga dalam indeks Lyst. Dengan menggunakan metode deskriptif kualitatif melalui studi kasus dan analisis data sekunder, penelitian ini mengungkapkan bahwa PP Krit memberikan kontribusi yang signifikan dalam membangun kembali reputasi Balenciaga di pasar Asia. Popularitas yang tinggi, kredibilitas dalam industri hiburan dan mode, serta daya tarik personal yang dimiliki oleh PP Krit membantu merek tersebut menjangkau audiens yang lebih luas. Pemilihan duta merek mempertimbangkan empat faktor utama, yaitu popularitas, kredibilitas, daya tarik, dan kemampuan untuk memengaruhi konsumen. PP Krit, melalui pengaruhnya di media sosial serta kiprahnya di kancah internasional, meningkatkan eksposur Balenciaga dan menjembatani preferensi lokal dan global. Dengan memanfaatkan keempat faktor tersebut, Balenciaga mampu memilih duta merek yang tepat guna membangun keterikatan emosional dengan audiens, meningkatkan minat beli, serta memperbaiki citra merek di pasar global.


Keberhasilan strategi ini menunjukkan pentingnya pemilihan duta merek yang sejalan dengan nilai-nilai serta target pasar perusahaan, sehingga mampu memberikan dampak positif terhadap citra dan daya saing perusahaan dalam industri mode.

Keywords

Balenciaga Brand Ambassador PP Kritt Strategi Promosi Selebriti

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How to Cite
Ramadhan, M. H. ., Abimanyu, O. A. ., & Purbatina, A. P. (2025). Brand Ambassador Selebriti Sebagai Strategi Promosi: Studi Kasus Balenciaga Tahun 2022 – 2024. Paradoks : Jurnal Ilmu Ekonomi, 8(3), 1455–1466. https://doi.org/10.57178/paradoks.v8i3.1516
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