Collaboration Strategy of Local Products and K-Pop Idols: : Case Study of Nabati and Aespa

Mutiara Noor Hakim; Siti Rosmayati

doi:10.32670/jim.v17i1.78

Authors

Mutiara Noor Hakim Politeknik Piksi Ganesha
Siti Rosmayati Politeknik Piksi Ganesha

DOI:

https://doi.org/10.32670/jim.v17i1.78

Abstract

This study evaluates the effectiveness of the collaboration between Nabati and Aespa in increasing brand awareness and brand image using the AIDA (Attention, Interest, Desire, Action) model. Using qualitative methods and case studies, data was collected through content analysis and social media observation. The results show that this strategy successfully attracted attention, built interest, and drove purchasing decisions through exclusive promotions and digital interactions. Exclusivity and fear of missing out (FOMO) factors are the main drivers of consumer behavior. Although effective, limited distribution and market reach are still challenges that need to be overcome with a broader and more inclusive marketing strategy.

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