PENGARUH ENDORSER TERHADAP BRAND AWARENESS BAKUCHIOL NIGHT OIL BHUMI PADA FOLLOWERS INSTAGRAM @SARITIW

LATIFAH FIRDAUSAH, . (2023) PENGARUH ENDORSER TERHADAP BRAND AWARENESS BAKUCHIOL NIGHT OIL BHUMI PADA FOLLOWERS INSTAGRAM @SARITIW. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Sari Endah Pratiwi merupakan endorser dengan 1.000.000 followers Instagram. Salah satu endorsement yang diunggah pada Instagram @saritiw adalah endorsement Bakuchiol Night Oil Bhumi, postingan tersebut memiliki jumlah likes paling banyak dibandingkan postingan produk serupa yang diunggah endorser lain. Berdasarkan hal tersebut, peneliti memilih postingan endorsement Bakuchiol Night Oil Bhumi pada Instagram @saritiw sebagai objek dalam penelitian ini. Tujuan dari penelitian ini ialah guna mengetahui pengaruh endorser terhadap brand awareness Bakuchiol Night Oil Bhumi pada followers Instagram @saritiw. Konsep dalam penelitian ini ialah komunikasi pemasaran. Komunikasi pemasaran ialah komunikasi yang berkontribusi pada keberadaan merek dengan menanamkan merek dalam ingatan. Variabel dalam penelitian ini ialah endorser (variabel X) dengan dimensi TEARS (trustworthiness, expertise, attraction, respect, similarity) dan brand awareness (variabel Y) dengan dimensi unaware of brand, brand recognition, brand recall, top of mind. Penelitian ini memakai pendekatan kuantitatif. Populasi dalam penelitian ini ialah followers Instagram @saritiw sebanyak 1.000.000 orang (per 30 November 2022). Setelah menggunakan rumus Slovin untuk menghitung sampel, didapatkan hasil bahwa sampel dalam penelitian ini yakni berjumlah 99,99 dan dibulatkan menjadi 100. Teknik analisis yang digunakan dalam penelitian ini yakni regresi linier sederhana. Hasil penelitian ini menunjukkan bahwa endorser Sari Endah Pratiwi berpengaruh terhadap brand awareness Bakuchiol Night Oil Bhumi. Hal ini terbukti berdasarkan penilaian followers Instagram @saritiw jika Sari Endah Pratiwi merupakan endorser yang memiliki daya tarik berupa paras yang cantik serta berpenampilan menarik dan elegan. Brand awareness Bakuchiol Night Oil Bhumi pada followers Instagram @saritiw berada pada tingkat brand recognition (pengenalan merek) dimana followers Instagram @saritiw baru mengenal Bakuchiol Night Oil Bhumi setelah melihat postingan endorsement Instagram @saritiw dan masih memerlukan alat bantu untuk dapat mengingat Bakuchiol Night Oil Bhumi. Kesimpulan dalam penelitian ini yaitu attraction (daya tarik) menjadi poin utama dalam variabel endorser, sedangkan similarity menjadi poin terendah dalam variabel endorser. Poin utama pada variabel brand awareness ialah brand recognition (pengenalan merek), sedangkan poin terendah dalam variabel brand awareness ialah top of mind (puncak pikiran). Saran yang peneliti berikan dalam penelitian ini ialah agar similarity endorser menjadi poin utama dalam membangun brand awareness, Bakuchiol Night Oil Bhumi dapat menggunakan ii endorser yang memiliki kesamaan dengan audiensnya baik secara pengalaman dan juga karakteristik. Selain itu, postingan endorsement Bakuchiol Night Oil Bhumi pada Instagram @saritiw sebaiknya diunggah beberapa kali agar followers dapat mengingat brand Bhumi dan menjadi puncak pikiran dalam benak followers Instagram @saritiw. Kata kunci : Endorser, Brand Awareness, Instagram Sari Endah Pratiwi is an endorser with 1,000,000 Instagram followers. One of the endorsements uploaded on Instagram @saritiw is the Bakuchiol Night Oil Bhumi endorsement, this post has the most number of likes compared to similar product posts uploaded by other endorsers. Based on this, the researcher chose the Bakuchiol Night Oil Bhumi endorsement post on Instagram @saritiw as the object of this research. The purpose of this study was to determine the influence of endorsers on brand awareness of Bakuchiol Night Oil Bhumi on Instagram followers @saritiw. The concept in this research is marketing communication. Marketing communications are communications that contribute to brand existence by imprinting the brand in memory. The variables in this study are endorsers (variable X) with the dimensions of TEARS (trustworthiness, expertise, attraction, respect, similarity) and brand awareness (variable Y) with the dimensions unaware of the brand, brand recognition, brand recall, and top of mind. This research uses a quantitative approach. The population in this study is Instagram followers @saritiw of 1,000,000 people (as of 30 November 2022). After using the Slovin formula to calculate the sample, it was found that the sample in this study was 99.99 and rounded up to 100. The analytical technique used in this study was simple linear regression. The results of this study indicate that the endorser of Sari Endah Pratiwi affects the brand awareness of Bhumi's Bakuchiol Night Oil. This is proven based on the assessment of Instagram followers @saritiw if Sari Endah Pratiwi is an endorser who has the charm of being beautiful and having an attractive and elegant appearance. Brand awareness of Bakuchiol Night Oil Bhumi on Instagram followers @saritiw is at the level of brand recognition where @saritiw Instagram followers are new to Bakuchiol Night Oil Bhumi after seeing Instagram endorsement posts @saritiw and still need tools to be able to remember Bakuchiol Night Oil Bhumi. The conclusion at this study is that attraction is the main point in the endorser variable, while similarity is the lowest point in the endorser variable. The main point in the brand awareness variable is brand recognition, while the lowest point in the brand awareness variable is top of mind. The suggestion that the researchers give in this study is that endorser similarity is the main point in building brand awareness, Bakuchiol Night Oil Bhumi can use endorsers who have something in common with their audience both in experience and characteristics. In addition, the endorsement post of Bakuchiol Night Oil Bhumi on Instagram @saritiw should be uploaded several times so that followers can iv remember the Bhumi brand and become the pinnacle of thoughts in the minds of @saritiw Instagram followers. Keywords: Endorser, Brand Awareness, Instagram

Item Type:	Thesis (Sarjana)
Additional Information:	1). Maulina Larasati Putri, M.I.Kom ; 2). Dr. Elisabeth Nugrahaeni Prananingrum, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Users 18399 not found.
Date Deposited:	18 Aug 2023 03:19
Last Modified:	18 Aug 2023 03:19
URI:	http://repository.unj.ac.id/id/eprint/39121

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