Membangun Brand Awareness melalui Celebrity Endoser dan Social Media Marketing Pada Pelanggan E-Commerce Shopee
Abstract
Dengan adanya pandemi covid-19 disrupsi teknologi semakin pesat dan meningkat sehingga membuat masyarakat melakukan aktivitas melaui rumah. Hal itu membuat perusahaan untuk meningkatkan kreasi dan inovasi baru untuk bertahan dalam persaingan, maka perusahaan menggunakan selebriti endoser sebagai media promosi dan meningkatkan pemasaran media sosial untuk membangun kesadaran merek. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode non probabilty sampling dengan ukuran sampel 100 responden yang di peroleh melalui penyebaran google form. Skala pengukuran yang dilakukan peneliti menggunakan skala Bipolar Adjective dengan menggunakan teknik regresi linear berganda yang diolah dengan menggunakan SPSS 26. Hasil dari penelitian ini adalah selebriti endoser dan pemasaran sosial media memiliki pengaruh positif dengan nilai koefisensi korelasi sebesar 0,460 dan 0,118 terhadap brand awareness. Nilai signifikansi selebriti endoser sebesar 0,000 dan nilai signifikansi pemasaran sosial media sebesar 0,044 yang artinya kurang dari 0,005 menunjukkan bahwa pengaruh selebriti endoser dan pemasaran sosial media terhadap kesadaran merek diterima atau signifikan.
Kata Kunci: Selebriti Endoser, Pemasaran Sosial Media, Kesadaran Merek
Abstract
With the Covid-19 pandemic, technological disruption is increasing rapidly, making people carry out activities from home. It makes companies to increase new creations and innovations to survive in the competition, so companies use celebrity endorsers as promotional media and increase social media marketing to build brand awareness. This research is a quantitative research using non-probabilty sampling method with a sample size of 100 respondents obtained through the distribution of google form. The measurement scale carried out by the researchers used the Bipolar Adjective scale using multiple linear regression techniques which were processed using SPSS 26. The results of this study are celebrity endorsers and social media marketing have a positive influence with correlation coefficient values of 0.460 and 0.118 on brand awareness. The significance value of celebrity endorsers is 0.000 and the significance value of social media marketing is 0.044, which means less than 0.005 indicating that the influence of celebrity endorsers and social media marketing on brand awareness is acceptable or significant.
Keywords: Celebrity Endorser, Social Media Marketing, Brand Awareness
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DOI: https://doi.org/10.37531/sejaman.v5i1.1390
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