Pengaruh Celebrity Endorser Fadil Jaidi terhadap Kesadaran Merek Traffic Bun
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Apr 1, 2024
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Celebrity Endorser, Marketing Communication, Brand, Brand Awareness
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Abstract
This study was conducted to determine how much influence Celebrity endorser Fadil Jaidi has on Traffic Bun Brand Awareness. The population used in this study is Fadil Jaidi's Instagram followers, and uses quantitative methods with 400 respondents who participated in filling out questionnaires through online media selected through probability sampling. The analysis techniques used are simple linear analysis and descriptive analysis. The results of this study first show that the relationship between celebrity endorsers and brand awareness has a positive effect. Second, Fadil Jaidi, as a celebrity endorser, has a 45.8% effect on brand awareness of Traffic Bun products. Meanwhile, 54.2% of the other influence is influenced by other factors that were not examined by the researcher.
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Nugraha, M. D., & Dirgantara, P. (2024). Pengaruh Celebrity Endorser Fadil Jaidi terhadap Kesadaran Merek Traffic Bun. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 8(2), 265–275. https://doi.org/10.35870/jtik.v8i2.1577
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Computer & Communication Science
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
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Shimp, T. A. (2014). Komunikasi pemasaran terpadu dalam periklanan dan promosi. Jakarta: Salemba Empat, 97.
Stanton, W. J. (2001). Prinsip-prinsip pemasaran, jilid ketujuh. Jakarta: Erlangga.
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Kuantitatif, P. P. (2016). Metode Penelitian Kunatitatif Kualitatif dan R&D. Alfabeta, Bandung.
Surachman, S. A. (2008). Dasar-Dasar Manajemen Merek. Malang: Bayumedia Publishing.
Suryani, T. (2008). Perilaku konsumen: implikasi pada strategi pemasaran. Yogyakarta: graha ilmu, 118, 162.
Sutisna, P. T. (2001). Perilaku konsumen & komunikasi pemasaran. Bandung: Rosdakarya.
Ullah, S., Attah-Boakye, R., Adams, K., & Zaefarian, G. (2022). Assessing the influence of celebrity and government endorsements on bitcoin’s price volatility. Journal of Business Research, 145, 228-239.
Umar, H. (2013). Metode penelitian untuk skripsi dan tesis bisnis.
Utomo, I. W. (2017). Pengaruh Brand Image, Brand Awareness, dan Brand Trust Terhadap Brand Loyalty Pelanggan Online Shopping (Studi Kasus Karyawan Di BSI Pemuda). Jurnal Komunikasi, 8(1). DOI: https://doi.org/10.31294/jkom.v8i1.2327.
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Link, A. (2022). Hootsuite. we are social indonesian digital report 2021. Retrieved from Andi Link: https://andi. link/hootsuite-we-are-social-indonesian-digital-refort-2022.
Anugrah, A., Nugrahani, R. U., & Dirgantara, P. (2021). Pengaruh Celebrity Endorser Jovi Adhiguna Terhadap Brand Awareness Street Boba. eProceedings of Management, 8(5).
Dwi Atmoko, B. (2012). Instagram Handbook Tips Fotografi Ponsel. Jakarta: Media Kita.
Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. mcgraw-hill.
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic journal of communication, 23(1), 46-65. DOI: https://doi.org/10.1080/15456870.2015.972282.
Cangara, H. (2009). Pengantar Ilmu Komunikasi Jakarta: Pt Rajagrafindo Persada. Hafied Cangara.
Field, A. (2013). Discovering statistics using IBM SPSS statistics. sage.
Firmansyah, A. (2020). Komunikasi pemasaran. Pasuruan: Qiara Media, 3.
Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
Hani, S., Marwan, A., & Andre, A. (2018). The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry. Arab Economic and Business Journal, 13(2), 190-196.
Ho, S. S., Tan, W., Goh, T. J., & Tandoc Jr, E. C. (2022). Communicating the future of energy use: qualitative insights into the efforts of environmental groups in Indonesia, Malaysia, and Singapore. Environmental Communication, 16(5), 589-597. DOI: https://doi.org/10.1080/17524032.2022.2107553.
Jiang, H., Kim, J. N., Liu, B., & Luo, Y. (2019). The impact of perceptual and situational factors on environmental communication: a study of citizen engagement in China. Environmental Communication, 13(5), 582-602. DOI: https://doi.org/10.1080/17524032.2017.1346517.
Kalangi, N. J., Tamengkel, L. F., & Walangitan, O. F. (2019). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear. Jurnal Administrasi Bisnis (JAB), 8(1), 44-54. DOI: https://doi.org/10.35797/jab.v8.i1.44-54.
Kamil, I., Abdoellah, O. S., Agustin, H., & Bakti, I. (2021). Dialectic of environmental communication in Indonesian conservation area. Environmental Communication, 15(2), 203-217. DOI: https://doi.org/10.1080/17524032.2020.1819362.
Kertamukti, R. (2015). Strategi Kreatif Dalam Periklanan Konsep Pesan. Media, Branding, Anggaran, Jakarta: Raja Grafindo Group.
Kotler, P. (2003). Manajemen pemasaran, jilid kedua, edisi kesebelas. Jakarta: Indeks Group Gramedia.
Kotler, P., & Amstrong, G. (1997). Dasar-dasar Pemasaran (terjemahan). Prenhallindo, Jakarta.
Kotler, P., & Keller, K. L. (2013). Manajemen Pemasaran, Jilid Kedua. Jakarta: Erlangga.
Min, J. H. J., Chang, H. J. J., Jai, T. M. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6, 1-19.
Nur, K., & Rahmidani, R. (2020). Pengaruh celebrity endorser dan iklan vidio terhadap brand image produk pembersih wajah Garnier pada mahasiswi Universitas Negeri Padang. Jurnal Ecogen, 3(2), 319-331. DOI: http://dx.doi.org/10.24036/jmpe.v3i2.8958.
Onu, C. A., Nwaulune, J., Adegbola, E. A., & Kelechi, N. G. (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions: A study on Nigerian consumers. Management Science Letters, 9, 1965-1976.
Prastowo, A. (2010). Menguasai teknik-teknik koleksi data penelitian kualitatif.
Rachmawati, S. D., & Andjarwati, A. L. (2020). Pengaruh Kesadaran Merek dan Citra Merek Terhadap Keputusan Pembelian. E-Journal Ekonomi Bisnis Dan Akuntansi, 7(1), 25-29. DOI: https://doi.org/10.19184/ejeba.v7i1.14849.
Rosalina, I. F., & Putri, D. D. E. (2022). PENGARUH CELEBRITY ENDORSER HASYAKYLA UTAMI TERHADAP BRAND IMAGE PRODUK EMINA COSMETICS. ESENSI: Jurnal Manajemen Bisnis, 25(3), 223-232. DOI: https://doi.org/10.55886/esensi.v25i3.535.
Saladin, D. (2003). Manajemen Pemasaran, Analisis, Perencanaan, Pelaksanaan dan Pengendalian. Bandung: Linda Karya.
Setiawan, L. (2018). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Green Tea Esprecielo Allure. Jurnal Manajemen Pemasaran, 12(1), 53-60. DOI: https://doi.org/10.9744/pemasaran.12.1.53─60.
Shimp, T. A. (2003). Periklanan Promosi Aspek Tambahan Komunikasi Terpadu Jilid 1. Jakarta: Erlangga.
Shimp, T. A. (2010). Integrated marketing communications in advertising and promotion. (No Title).
Shimp, T. A. (2014). Komunikasi pemasaran terpadu dalam periklanan dan promosi. Jakarta: Salemba Empat, 97.
Stanton, W. J. (2001). Prinsip-prinsip pemasaran, jilid ketujuh. Jakarta: Erlangga.
Sugiyono, D. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. bandung: Alfabeta. Procrastination And Task Avoidance: Theory, Research and Treatment.
Sugiyono, P. D. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung, 225(87), 48-61.
Kuantitatif, P. P. (2016). Metode Penelitian Kunatitatif Kualitatif dan R&D. Alfabeta, Bandung.
Surachman, S. A. (2008). Dasar-Dasar Manajemen Merek. Malang: Bayumedia Publishing.
Suryani, T. (2008). Perilaku konsumen: implikasi pada strategi pemasaran. Yogyakarta: graha ilmu, 118, 162.
Sutisna, P. T. (2001). Perilaku konsumen & komunikasi pemasaran. Bandung: Rosdakarya.
Ullah, S., Attah-Boakye, R., Adams, K., & Zaefarian, G. (2022). Assessing the influence of celebrity and government endorsements on bitcoin’s price volatility. Journal of Business Research, 145, 228-239.
Umar, H. (2013). Metode penelitian untuk skripsi dan tesis bisnis.
Utomo, I. W. (2017). Pengaruh Brand Image, Brand Awareness, dan Brand Trust Terhadap Brand Loyalty Pelanggan Online Shopping (Studi Kasus Karyawan Di BSI Pemuda). Jurnal Komunikasi, 8(1). DOI: https://doi.org/10.31294/jkom.v8i1.2327.
Wahyudin, U. (2017). Strategi Komunikasi Lingkungan Dalam Membangun Kepedulian Masyarakat Terhadap Lingkungan. Jurnal Common, 1(2).
Link, A. (2022). Hootsuite. we are social indonesian digital report 2021. Retrieved from Andi Link: https://andi. link/hootsuite-we-are-social-indonesian-digital-refort-2022.