HAFIDZ AKHSAN HAMBALI, . (2025) PENGARUH PERSUASIVE COMMUNICATION CELEBRITY ENDORSER PADA INSTAGRAM @FADILJAIDI TERHADAP BRAND IMAGE PRODUK POCARI SWEAT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi persuasif yang dilakukan oleh celebrity endorser Fadil Jaidi melalui akun Instagram @fadiljaidi terhadap brand image produk Pocari Sweat. Latar belakang penelitian ini didasarkan pada meningkatnya penggunaan media sosial, khususnya Instagram, sebagai media pemasaran digital yang melibatkan influencer dalam upaya memperkuat citra merek. Pocari Sweat merupakan salah satu merek yang memanfaatkan celebrity endorser atau influencer dalam membangun brand image-nya. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Metode yang digunakan adalah survei terhadap 400 responden yang merupakan pengikut akun Instagram @fadiljaidi dan pernah melihat konten endorsement produk Pocari Sweat. Variabel independen dalam penelitian ini adalah persuasive communication yang terdiri dari empat dimensi: kredibilitas komunikator, isi pesan, pengaruh lingkungan, serta pemahaman dan kesinambungan pesan. Sedangkan variabel dependen adalah brand image yang diukur melalui tiga dimensi: citra pembuat, citra produk, dan citra pemakai. Teknik analisis data menggunakan uji validitas, uji reliabilitas, regresi linier sederhana, serta korelasi Pearson Product Moment. Hasil penelitian menunjukkan bahwa nilai signifikansi sebesar 0,000, yang lebih kecil dari 0,05. Hal ini menandakan bahwa hipotesis nol (H0) ditolak dan hipotesis alternatif (H1) diterima, sehingga dapat disimpulkan bahwa komunikasi persuasif yang dilakukan oleh Fadil Jaidi berpengaruh signifikan dan positif terhadap brand image Pocari Sweat. Nilai koefisien determinasi (R Square) sebesar 0,532 menunjukkan bahwa 53,2% variasi dalam brand image dipengaruhi oleh komunikasi persuasif, sementara sisanya sebesar 46,8% dipengaruhi oleh faktor lain di luar penelitian ini. Selain itu, nilai koefisien korelasi Pearson sebesar 0,730 mengindikasikan adanya hubungan positif yang kuat antara komunikasi persuasif dan citra merek. Dengan demikian, semakin tinggi kualitas komunikasi persuasif yang disampaikan oleh celebrity endorser, semakin kuat pula brand image yang terbentuk di benak audiens. Temuan ini memberikan kontribusi praktis bagi pelaku industri pemasaran digital dalam menyusun strategi komunikasi yang efektif melalui endorsement selebriti di media sosial. Kata Kunci: Celebrity Endorser ; Citra Produk ; Instagram, Komunikasi Persuasive ; Pocari Sweat. ***** This study aims to determine the influence of persuasive communication carried out by celebrity endorser Fadil Jaidi through his Instagram account @fadiljaidi on the brand image of Pocari Sweat. The background of this research is based on the increasing use of social media, particularly Instagram, as a digital marketing platform involving influencers to strengthen brand image. Pocari Sweat is one of the brands that utilizes celebrity endorsers or influencers to build its brand image. This research employs a quantitative approach with a causal associative research design. The method used is a survey conducted on 400 respondents who follow the Instagram account @fadiljaidi and have seen endorsement content related to Pocari Sweat products. The independent variable in this research is persuasive communication, which includes four dimensions: communicator credibility, message content, environmental influence, and message clarity and consistency. The dependent variable is brand image, measured by three dimensions: corporate image, product image, and user image. Data analysis techniques include validity and reliability tests, simple linear regression, and Pearson Product Moment correlation tests. The results of the study indicate a significance value of 0.000, which is less than 0.05. This means that the null hypothesis (H0) is rejected and the alternative hypothesis (H1) is accepted. Therefore, it can be concluded that the persuasive communication delivered by Fadil Jaidi has a significant and positive influence on the brand image of Pocari Sweat. The coefficient of determination (R Square) is 0.532, indicating that 53.2% of the variation in brand image is influenced by persuasive communication, while the remaining 46.8% is influenced by other factors not examined in this study. Furthermore, the Pearson correlation coefficient of 0.730 shows a strong positive relationship between persuasive communication and brand image. This suggests that the higher the quality of persuasive communication by a celebrity endorser, the stronger the brand image formed in the audience’s mind. These findings provide practical implications for digital marketing professionals in designing effective communication strategies through celebrity endorsements on social media. Keywords: Celebrity Endorser; Instagram; Persuasive Communication ; Pocari Sweat ; Product Image.
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Anggun Nadia Fatimah, M.SI. ; 2). Menati Fajar Rizki, M.I.Kom |
Subjects: | Ilmu Sosial > Komunikasi |
Divisions: | FIS > D IV Hubungan Masyarakat dan Komunikasi Digital |
Depositing User: | Hafidz Akhsan Hambali . |
Date Deposited: | 28 Jul 2025 04:18 |
Last Modified: | 28 Jul 2025 04:18 |
URI: | http://repository.unj.ac.id/id/eprint/56772 |
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