Formation of Tokopedia Image Perceptions in Public (Study On BTS Fans, ARMY)

Abstract

Nowadays, the evolution of technology has become a bridge that is being used for the company to grow a good perspective on customers. This study aims to determine the formation of a positive image perception of BTS fans towards tokopedia companies by appointing BTS as a brand ambassador. The approach taken in this research is qualitative using the case study research method. The theory that is used in this research is a perception theory, corporate image concept, and brand ambassador concept. According to the interview result, tokopedia companies use the right way to gain customer's attention to prioritizing the use of the tokopedia application. So that the BTS fans have a perspective that tokopedia has great courage to spend a lot of money to promote their company and gain a good perspective so that the customer can trust to maintain the long-term sustainability of the brand.