Endorsement of “Blue Tick†Celebgram: A New Phenomenon of Marketing Strategies Increasing Product Sales (Case Study on Instagram Account @avoskin)
DOI:
https://doi.org/10.24269/ars.v10i2.4869Abstract Cosmetic has been a most wanted product nowadays, especially among teenage girls. In no time, local cosmetic enterprises have popped up. Most of these local cosmetic enterprises introduce and promote their products online through social media, especially Instagram. This research aims to find out Avoskin’s product marketing strategy that is done through endorsements to macro-influencers and to find out the impact of the endorsements on consumers’ decisions in purchasing the products. This research applies the qualitative descriptive method with a case study approach and collects data through interviews and observations. The result of this research shows that @avoskin only does endorsements to macro-influencers, in this case, are Instagram influencers with more than one hundred thousand followers, and are likely to have their accounts verified so-known as selebgram centang biru. In addition, from the results of interviews conducted via Instagram's Direct Message (DM) to 5(five) informants, it can be concluded that almost all informants know and decide to buy Avoskin products after seeing product reviews conducted by these selebgram centang biru, therefore the use of endorsements on the verified Instagram influencers has proven to be one of the consumers’ consideration to purchase the products, so the endorsement method used by Avoskin can continue to be used as a form of marketing strategy.
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References
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Octarina NF & Alfath TP & Ulfa A (2020,) Criminal Responsibility of Business Agents on Selebgram’s (Celebrity Endorsers) Product Promotio. Jurnal IUS Kajian Hukum dan Keadilan, 8(2):2303-3827.
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Rachmawati D & Ali DSF (2018) Analisis Kriteria Personal Branding (Studi Deskriptif Kualitatif Akun Instagram @lippielust) Jurnal Komunikasi, (1):23-30.
Rachmansyah M & Supratman LP (2020). Peran Media Instagram DaIam Memasarkan Produk Fashion DoIIies. JurnaI Studi Komunikasi dan Media, 24(1):73-90.
Rustiana, R. (2018). Persepsi Digital Dependent terhadap Pemanfaatan Media Sosial dan Dampak Sosial Ekonominya. Jurnal Ilmu Komunikasi, 15(1), 17–32.
SyIivia Cici (2020). Instagram: Integrated Marketing Communication (IMC) Sebagai Strategi PenjuaIan Bagi Make Up Artis (MUA). JurnaI IImiah Dinamika SosiaI, 4(2):211-224.
Virtanen H & Björk P & Sjöström E (2017). FoIIow for FoIIow: Marketing of A Start-Up Company On Instagram. JournaI of SmaII Business and Enterprise DeveIopment, 24(3): 468–484.
Wang, X., Pancras, J., & Dey, D. K. (2021). Investigating Emergent Nested Geographic Structure in Consumer Purchases: a Bayesian Dynamic Multi-Scale Spatiotemporal Modeling Approach. Journal of Applied Statistics, 48(3), 410–433.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in The Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69–80.
Anisyahrini, R., & Bajari, A. (2019). Strategi Komunikasi Pemasaran Pengelola Clothing Line di Instagram. Profesi Humas, 3(2), 237–254.
Ata, S., Arslan, H. M., Baydaş, A., & Pazvant, E. (2022). The Effect of Social Media Influencers’ Credibility on Consumer’s Purchase Intentions Through Attitude Toward Advertisement. ESIC Market, 53(1), e280–e280.
Avoskin. (2020). Avoskinn All About Your Beauty. avoskinbeauty.com/id/
Bala, M., & Verma, D. (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.
Belanche, D., Casaló, L. V, Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding Influencer Marketing: The Role of Congruence Between Influencers, Products and Consumers. Journal of Business Research, 132, 186–195.
Butar Butar CR & Ali DSF (2018) Strategi Personal Branding Selebgram Non Selebriti. Jurnal Ilmiah Hubungan Masyarakat, 2(2):86-101.
Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22–36.
Chung S & Cho H (2017) Fostering Parasocial Relationships With Celebrities on Social Media: Implications For Celebrity Endorsement. Psychology & Marketing, 34(4):481-495.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing Through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36(5), 798–828.
Fatmawati Octarina, N. (2020). Criminal Responsibility of Business Agents on Selebgram’s (Celebrity Endorsers) Product Promotion. Jurnal IUS Kajian Hukum Dan Keadilan, 8(2), 190–210.
Groeger L & Buttle F (2014) Word-of-Mouth Marketing Influence on Offline and Online Communications: Evidence From Case Study Research. Journal of Marketing Communications, 20(1/2):21-41.
Hartini Sari (2016) Efektifitas eEndorsment Pada Media SosiaI Instagram Pada Produk Skin Care. Bina Insani ICT JournaI, 3(1):43-50.
Indika DR & Jovita C (2017) Media SosiaI Instagram Sebagai Sarana Promosi Untuk Meningkatkan Minat BeIi Konsumen. JurnaI Bisnis Terapan PoIiteknik Surabaya, 1(1):25-32.
Irpansyah MA & Ramdan MA & Danial RDM (2019) Kredibilitas dan Kekuatan Instagram Dalam Meningktakan Minat Beli Pada Toko Online di Instagram. Journal of Economic, Business and Accounting, 2 (2):263-255.
Kannan, P. K. (2017). Digital Marketing: A Framework, Review and Research Agenda. International Journal of Research in Marketing, 34(1), 22–45.
Kemp, S. (2022). Digital 2022: Indonesia. https://datareportal.com/reports/digital-2022-Indonesia
Khakis S & Ang L & Welling R (2017) Self-Branding, ‘Micro-Celebrity’ and The Rise of Social Media Influencers. Celebrity Studies, 8(2):191-208.
Kurniawan, P. (2017). Pemanfaatan Media Sosial Instagram Sebagai Komunikasi Pemasaran Modern Pada Batik Burneh. Competence: Journal of Management Studies, 11(2).
Liu et al (2015). Identifying Effective Influencers Based On Trust for Electronic Word-of-Mouth Marketing: A Domain-Aware Approach. Information Sciences, 306:34-52.
M Ivan Mahdi. (2022). Pengguna Media Sosial di Indonesia Capai 191 Juta Jiwa Pada 2022. DataIndonesia.Id. https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-capai-191-juta-pada-2022
Mizanie, D., & Irwansyah, I. (2019). Penggunaan Social Network Site (SNS) Instagram Sebagai Media Pemasaran Geriliya Digital. Jurnal Komunikasi, 10(2), 89–98.Mosco, V. (2017). Becoming Digital. Toward a Post-Internet Society. Emerald Publishing Limited, Bingley.
Muñoz CI & Towner TI (2017). The Image Is The Message: Instagram Marketing and The 2016 Presidential Primary Season. JournaI of PoIiticaI Marketing, 16(3-4):290–318.
Nasih, M., Susanto, O. M., Fanshury, A. R., & Hermawan, S. (2020). Influencer Dan Strategi Penjualan: Studi Netnografi Pada Pengguna Jasa Selebgram Sebagai Media Promosi. Benefit: Jurnal Manajemen Dan Bisnis, 5(2), 135–144.
Naughton, J. (2016). The Evolution of The Internet: From Military Experiment To General Purpose Technology. Journal of Cyber Policy, 1(1), 5–28.
Nurman M & Engriani Y (2020). Pengaruh Penggunaan Selebgram Pada Sikap Konsumen Dalam Membangun Minat Beli Untuk Melakukan Pembelian Secara Online. Jurnal Kajian Manajemen dan Wirausaha, 2(4):161-166.
Octarina NF & Alfath TP & Ulfa A (2020,) Criminal Responsibility of Business Agents on Selebgram’s (Celebrity Endorsers) Product Promotio. Jurnal IUS Kajian Hukum dan Keadilan, 8(2):2303-3827.
Prasetya MR (2020) Self Presentation dan Kesadaran Privacy Micro-Influencer di Instagram. Jurnal Studi Komunikasi, 4 (1): 239-258.
Pertiwi, W. K. (2019). Sebanyak Inikah Jumlah Pengguna Instagram di Indonesia? Kompas.Com. https://tekno.kompas.com/read/2019/12/23/14020057/sebanyak-inikah-jumlah-pengguna-instagram-di-indonesia
Ramadhan, F. H., & Firdaus, M. (2017). Pemanfaatan Media Sosial Instagram Akun @MR. Creampuff Sebagai Promosi dalam Meningkatkan Penjualan. Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, 4(2), 1–15.
Rachmawati D & Ali DSF (2018) Analisis Kriteria Personal Branding (Studi Deskriptif Kualitatif Akun Instagram @lippielust) Jurnal Komunikasi, (1):23-30.
Rachmansyah M & Supratman LP (2020). Peran Media Instagram DaIam Memasarkan Produk Fashion DoIIies. JurnaI Studi Komunikasi dan Media, 24(1):73-90.
Rustiana, R. (2018). Persepsi Digital Dependent terhadap Pemanfaatan Media Sosial dan Dampak Sosial Ekonominya. Jurnal Ilmu Komunikasi, 15(1), 17–32.
SyIivia Cici (2020). Instagram: Integrated Marketing Communication (IMC) Sebagai Strategi PenjuaIan Bagi Make Up Artis (MUA). JurnaI IImiah Dinamika SosiaI, 4(2):211-224.
Virtanen H & Björk P & Sjöström E (2017). FoIIow for FoIIow: Marketing of A Start-Up Company On Instagram. JournaI of SmaII Business and Enterprise DeveIopment, 24(3): 468–484.
Wang, X., Pancras, J., & Dey, D. K. (2021). Investigating Emergent Nested Geographic Structure in Consumer Purchases: a Bayesian Dynamic Multi-Scale Spatiotemporal Modeling Approach. Journal of Applied Statistics, 48(3), 410–433.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in The Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69–80.
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2022-06-13
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