Efektivitas strategi komunikasi pemasaran celebrity endorsement di Instagram terhadap generasi Z

Abstract

Celebrity endorsement is one of the marketing communication strategies used by brands or companies, involving well-known person and their social media status to promote a product or service by content review as a promotional campaign to their followers. Recent articles said that Generation Z as the dominant consumer has different characteristics from the previous generation which no longer believes the form of endorsement as promotional messages. This study aims to find out and prove the perceptions of Generation Z (born in 1995-2010) for the effectivity of the celebrity endorsement marketing strategy. The method used in this study is a mixed method sequential explanatory strategy which conducts the quantitative data collection and continued by qualitative data results analysis. The sample conducts 100 students from Fakultas Ilmu Komunikasi Universitas Padjadjaran whose born at 2000-2002. The result showed that Generation Z’s evaluation of the effectiveness of using the form of celebrity endorsement is relatively low. Several reason concludes that endorsement forms contains monotonous and non-creative content creation, incompetence of the celebrity endorsement that did not match the brand categories & values, the reviews that are not actually based by daily using, the overcontent of endorsement post, and the bad visuals quality. Generation Z also suggested some of the good celebrity endorsement practices such as @joviadhiguna, @rezachandika, @ ojmo, @agunghapsah, and so on.