Strategi Periklanan “Celebrity and Influencer Endorses” Dalam Mendorong Gaya Hidup Konsumtif
Abstract
Penelitian ini bertujuan untuk mengetahui penerapan strategi Celebrity and Influencer Endorsers dalam mendorong masyarakat modern untuk berperilaku konsumtif. Tulisan ini menggunakan penelitian kualitatif pada tiga endorser Indonesia. Analisis yang digunakan adalah analysis content dengan menganalisis akun instagram masing-masing influencer. Hasil penelitian menunjukkan kalangan endorser mendorong kebiasan konsumsi masyarakat terutama kalangan anak muda yang aktif di media sosial. Hal ini disebabkan karena pada endorser memiliki keterikatan yang lebih dengan para penggemarnya, memiliki daya tarik, interaktif dan mampu memberikan ulasan uang dianggap tidak manipulatif dan dapat dipercaya sehingga mampu mendikte dan mempengaruhi seseorang untuk menggunakan produk yang sama.
Kata Kunci: Iklan, Celebrity and influencer endorser,Gaya Hidup, Konsumtif
ABSTRACT
This study aims to determine the implementation of the Celebrity and Influencer Endors strategy in encouraging modern society to behave consumptively. This paper uses qualitative research on three Indonesian endorsers. The analysis used is content analysis by analyzing the Instagram account of each influencer. The results of the study show support from those who encourage people's consumption habits, especially among young people who are active on social media. This is because endorsers have more attachment to their fans, are attractive, interactive and able to provide money reviews which are considered not manipulative and trustworthy so that they are able to dictate and influence someone to use the same product.
Keywords: Advertising, Celebrity and influencer endorser, lifestyle, consumer
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