Efektivitas strategi komunikasi pemasaran celebrity endorsement di Instagram terhadap generasi Z
Abstract
Celebrity endorsement merupakan salah satu strategi komunikasi pemasaran dengan melibatkan tokoh terkenal yang memberikan ulasan produk atau brand dalam bentuk konten promosi ke pengikutnya. Pada praktiknya, banyak artikel mengatakan bahwa Generasi Z sebagai konsumen dominan memiliki karakteristik berbeda dari generasi sebelumnya sehingga tidak lagi menyukai bentuk promosi endorsement. Oleh karena itu penelitian ini bertujuan untuk mengetahui dan membuktikan penilaian Generasi Z (lahir pada tahun 1995-2010) terhadap efektivitas pada strategi komunikasi pemasaran celebrity endorsement. Metode yang digunakan adalah mixed method tipe sequential explanatory strategy yang didahulukan dengan pengumpulan data kuantitatif dan dilanjutkan dengan pengambilan data kualitatif. Responden berjumlah 100 orang dari populasi Mahasiswa Ilmu Komunikasi Universitas Padjadjaran yang lahir pada tahun 2000-2002. Hasil menunjukkan bahwa penilaian Generasi Z terhadap efektivitas penggunaan bentuk strategi komunikasi pemasaran celebrity endorsement relatif rendah. Hal ini disebabkan oleh beberapa hal, di antaranya pengemasan konten yang monoton dan tidak kreatif, pemilihan selebgram yang tidak disesuaikan dengan katagori brand yang diiklankan, ulasan yang bukan hasil penggunaan sebenarnya, konten endorsement yang terlalu banyak (spamming), serta kualitas visual yang tidak berkualitas. Responden menyarankan beberapa contoh penerapan celebrity endorsement yang direkomendasikan seperti @joviadhiguna, @rezachandika, @ojmo, @megaiskanti, @agunghapsah, dan lain-lain.
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DOI: https://doi.org/10.24198/jmk.v5i2.27682
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