K-pop, Brand Ambassador and Its’ Influence on Profitability
DOI:
https://doi.org/10.55927/ajabm.v4i1.61Keywords:
Profitability, Brand Ambassador, Gross Profit Margin, Net Profit Margin, Return on AssetsAbstract
In the digital age, all information will reach news consumers faster. Indonesia experienced the arrival of the Korean Wave phenomenon in the 2000s. Indonesia also ranks second in terms of the K-Pop video views on Youtube; it has influenced the creation of South Korean-related entertainment such as K-Drama, music, show variety, fashion, food, and language. Companies noticed this as an excellent opportunity and began to engage with actors and idols from the Ginseng Country, appointing them as brand ambassadors to promote their products. This study used quantitative approaches, including a descriptive approach and document review, to investigate the K-Pop idol group, BTS, who became brand ambassadors for five major corporations. According to the data, only Puma and Samsung increased their GPM, NPM, and ROA ratios after collaborating with BTS. Comparisons between Hyundai and Fila companies show that they did better they collaborated with each other, but they did worse the next time. Meanwhile, the GPM, NPM, and ROA ratios at Coway did not progress.
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