Branding & Corporate Diplomacy In Indonesia.pdf

- Brand Ambassador & Purchase Decision (Dewi, 2020): A study on Pantene shampoo in Surabaya, Indonesia, found that brand ambassador, brand image, and brand awareness significantly influence purchase decisions.
- E-Commerce & Indonesian Economy (Dianari, 2018): E-commerce contributes to Indonesia's economic growth by increasing access to markets, promoting competition, and enhancing consumer welfare.
- Nation Branding (Dinnie, 2008): Nation branding is the process of building a country's reputation and image, similar to corporate branding, using various communication tools and strategies.
- Corporate Diplomacy (Egea et al., 2020; Henisz, 2014; Ordeix, 2009): Corporate diplomacy involves building relationships and reputations with external stakeholders to achieve business objectives. It's a strategic approach to manage relationships with governments, communities, and other organizations.
- Social Entrepreneurship (Martin & Osberg, 2007; MacMillan & Thompson, 2015): Social entrepreneurship focuses on addressing social problems and creating social change through innovative, sustainable, and entrepreneurial approaches.
- Multinational Companies & Corporate Diplomacy (Gutu, 2019): Multinational companies use corporate diplomacy to manage relationships with host governments, communities, and other stakeholders in foreign markets.
- Corporate Diplomacy & BTS (Pramesthi, 2020; Jose et al., 2021; Putri & Trisni, 2021): BTS, a South Korean boy band, has been used as a brand ambassador by Tokopedia, an Indonesian e-commerce platform, to enhance its brand image and attract customers. This has been successful in increasing brand switching intentions and improving corporate diplomacy efforts.
- Tokopedia's Growth & Impact (Margiansyah, 2020; Wibowo & Heryjanto, 2020; Agustiyanti, 2021; Annur, 2020; Franedya, 2021; Ghifari, 2019; Jayani, 2021; Katadata.co.id; Kompas.com; Maranti, 2019; Merdeka.com; Purwanti, 2021; Sandy, 2021; Setyowati, 2019): Tokopedia has experienced significant growth, with an increase in sellers, customers, and transactions. It has also expanded its services, formed strategic partnerships, and contributed to Indonesia's economic growth. However, it faces competition from other e-commerce platforms and regulatory challenges.