Endorsement @fadhiljaidi Promotional Media in the Era of Disruption
-
(1) * Azahra Aqita Melyana
Universitas Muhammadiyah Sidoarjo
Indonesia
(2) Didik Hariyanto Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
This research aims to analyse the influence of promotion on social media, especially TikTok, using the concept of endorsement by assessing aspects of trustworthiness, recognition, expertise, and attractiveness. The research method used is descriptive qualitative. The research was conducted with a focus on the TikTok account @fadiljaidi as a case study, which successfully attracted the attention of consumers and fans with a unique marketing approach. The research findings show that the unique marketing style of the @fadiljaidi account is able to capture the attention of its audience, despite not following common promotional strategies. The account managed to create authentic interest among TikTok users and Fadil Jaidi fans. The TikTok account @fadiljaidi is able to maintain its existence as an endorser and prove that his account is worthy of working with in achieving the marketing objectives of the product and/or service concerned. This is because he is able to show that he is an endorser who is confident, recognisable, has expertise, and attractiveness.
References
Arief, A. G., Triwardani, I. J., & Kurniadi, O. (2024). Motif dan Makna Endorsement Bagi Pelaku Bisnis Produk Fashion Wanita. Jayapangus Press Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 7(3), 345–357.
Costa, R. O. (2024). Eksplorasi Faktor-Faktor Penentu Kesuksesan Endorsement NCT 127 Terhadap Minat Beli Tap Cash Bni Di Social Media X @NCTZENBASE. Journal of International Multidisciplinary Research, 2(7), 125–134. https://doi.org/10.62504/jimr758
Dasuki, I. &. (2020). Penggunaan Instagram sebagai Media Komunikasi Pemasaran untuk Membangun Brand Awareness saat Pandemi Covid-19. PARAHITA : Jurnal Pengabdian Kepada Masyarakat, 1, 47-54
Dewi, E. K., & Kholifah, C. A. N. (2022). Fenomena Endorsement sebagai Tren Media Pemasaran Digital di Indonesia. Nusantara Hasana Journal, 1(10), 152–162. https://doi.org/10.59003/nhj.v1i10.834
Luthfina, S. (2020). Penggunaan Celebrity Endorsement Dalam Periklanan Online (BTS Sebagai Celebrity Endorser Perusahaan Fila). Jurnal InterAct, 9(1), 1–12. https://doi.org/10.25170/interact.v9i1.1705
Mansur, M., Zalina Azizan, A., Pengurusan dan Teknologi, J., & Pengurusan Teknologi Dan Perniagaan, F. (2024). Hubungan antara Kredibiliti Pempengaruh Media Sosial terhadap Niat Pembelian dalam kalangan Pelajar Universiti Tun Hussein Onn Malaysia The relationship between Credibility of Social Media Influencers on Purchase Intentions among Students at Universiti Tu. Research in Management of Technology and Business, 5(1), 621–632. https://publisher.uthm.edu.my/periodicals/index.php/rmtb
Maulana, H., Nugroho, D. R., & Ono, D. K. (2024). Pengaruh Selebritas Endorsement Fujianti Utama Putri terhadap Keputusan Pembelian pada Aplikasi Shopee Wilayah Kecamatan Gombong. Neraca: Jurnal Ekonomi, Manajemen, Dan Akuntansi, 2(7), 595–603.
Potu, G. A. S., Ogi, I., & Samadi, R. L. (2022). Peran Amanda Manopo Sebagai Celebrity Endorsement Terhadap Minat Membeli Di Toko Online Shopee the Role of Amanda Manopo As a Celebrity Endorsement on Buying Interest in Online Shopee. Jurnal EMBA, 10(3), 122–132.
Pratiwi, E. I. D., & Hariyanto, D. (2019). Pemanfaatan Instagram sebagai Media Promosi Penerbit Lovrinz dalam Akun Instagram. 1–7.
Purba, H. Y., Sofyan, S. D., S, I. K. H., Dwinda, R., Manajemen, P. S., & Ekonomi, F. (2023). Pengaruh Celebrity Endorser terhadap Minat Pembelian Produk UMKM Pakaian. Jurnal Pendidikan Tambusai, 7(3), 28533–28537.
Putri, A. R. D., & Basiya, R. (2024). Pengaruh Celebrity Endorser dan Brand Image terhadap Minat Beli Kembali Dimediasi oleh Brand Trust pada Konsumen E-Commerce Tokopedia. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(6), 4552–4567. https://doi.org/10.47467/alkharaj.v6i6.1926
Raissa, N. Z., Barkah, C. S., Sukoco, I., & Novel, N. J. A. (2024). Analisis Strategi Endorsement Influencer pada Brand X di Sosial Media. JKOMDIS Jurnal Ilmu Komunikasi Dan Media Sosial, 4(2), 583–589. https://jurnal.minartis.com/index.php/jkomdis/article/view/1860
Ramadhan, A., Naswandi, C. N., & Herman, C. M. (2020). Fenomena Endorsement Di Instagram Story Pada Kalangan Selebgram. Kareba Jurnal Ilmu Komunikasi, 9(2), 316–329.
Safitri, N., & Marsasi, E. G. (2023). Implementation of Integrated Marketing Communication Based on Omnichannel Marketing in the Junique Marketing Program. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(1), 336–350. https://doi.org/10.31955/mea.v7i1.2860
Tabroni, T. &. (2021). Strategi Promosi Produk Melalui Digital Marketing Bagi Umkm Terdampak Pandemi Covid’19 Berdasarkan Keputusan Konsumen. Jurnal Riset Entrepreneurship, 4, 49.
Copyright (c) 2024 Azahra Aqita Melyana, Didik Hariyanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
