The Influence of Paola Serena's Endorsement on Avoskin's Brand Awareness Through Instagram Social Media
Abstract
This research aims to determine the influence of beauty influencer Paola Serena on Avoskin brand awareness among her followers. Paola Serena is known as a beauty influencer who is quite influential on Instagram. Avoskin is a local Indonesian skincare brand that was founded in 2014. Avoskin carries out brand awareness by holding make some new product they call “devine Aura Series” to reintroduce Avoskin products to increase brand awareness to the public, by collaborating with Paola Serena. This method of this research is used quantitative methods, with probability sampling involving 134 respondents, and was processed using SPSS 22.0. The research results showed the calculation of the Celebrity Endorser variable score has the highest score, 34.72, its mean that there is a success from Endorsement Beauty Influencer Paola Serena who made her followers know about Avoskin and even bought Avoskin products. The cumulative score for the brand awareness variable is 27.67. The cumulative score of all variables was a value of 31.19, which shows that the results are within the effective scale range. Meanwhile, the effects and results of the persuasive message that Paola Serena conveyed show that there is an influence on Avoskin's brand awareness on Instagram social media.
Full Text:
PDFReferences
Agustin, C. A., & Hellianto, G. R. (2020). Pengaruh Reputasi Terhadap Minat Beli Produk Skincare di Shopee. … Social Sciences (BECOSS) Journal. https://journal.binus.ac.id/index.php/BECOSS/article/view/6050
Akhyani, I. (2020). Integrated marketing communication “Gadis modis” sebagai usaha mikro kecil dan menengah dalam meningkatkan loyalitas konsumen. COMMICAST, 1(1), 10. https://doi.org/10.12928/commicast.v1i1.2411
Annisa, F. N. (2021). Konvergensi media pada perkembangan radio komersial di Yogyakarta (studi kasus pada radio Geronimo FM dan radio Swaragama FM). Commicast, 2(2), 90. https://doi.org/10.12928/commicast.v2i2.3350
Barreiro, A. M. (2021). Sustainability In Fashion Studies. Athenea Digital, 21(1). https://doi.org/10.5565/REV/ATHENEA.2728
Bhandari, I. K. (2018). Commodification of women body in indian media. Research Paper IJRAR- International Journal of Research and Analytical Reviews, 5(3).
Cahyani, A., & Zahara, Z. (2021). Pengaruh Korean Wave Dan Beauty Vlogger Terhadap Minat Beli Produk Kecantikan Korea. Jurnal Smart, 1(1).
Damanik, D., Wachyuni, S. S., Wiweka, K., & Setiawan, A. (2019). The Influence of Social Media on the Domestic Tourist’s Travel Motivation Case Study: Kota Tua Jakarta, Indonesia. Current Journal of Applied Science and Technology. https://doi.org/10.9734/cjast/2019/v36i630263
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2016.11.009
Giantari, K., Sriathi, A., Ekawati, N. W., Yasa, N., & ... (2020). Integrated Social Media Marketing with Elaboration Likelihood Model (ELM) in Bali Indonesia. In International Journal of …. researchgate.net. https://www.researchgate.net/profile/Made-Setini-2/publication/343389776_Integrated_Social_Media_Marketing_with_Elaboration_Likelihood_Model_ELM_in_Bali_Indonesia/links/5f2769b2299bf134049c7288/Integrated-Social-Media-Marketing-with-Elaboration-Likelihood
Gladka, O., & Fedorova, V. (2019). Defining personnel marketing strategies. Business: Theory and Practice, 20. https://doi.org/10.3846/btp.2019.14
Griffin, E., Ledbetter, A., & Sparks, G. G. (2018). A First Look At Communication Theory, 10th Edition. In McGraw-Hill.
Harahap, D. A., & Amanah, D. (2018). Online purchasing decisions of college students in Indonesia. In … Journal of Latest Engineering …. researchgate.net. https://www.researchgate.net/profile/Dedy-Harahap-2/publication/328925668_Online_Purchasing_Decisions_of_College_Students_in_Indonesia/links/5beb751d4585150b2bb4e4cb/Online-Purchasing-Decisions-of-College-Students-in-Indonesia.pdf
Jan, M. T., Haque, A., Abdullah, K., Anis, Z., & Faisal-E-Alam. (2019). Elements of advertisement and their impact on buying behaviour: A study of skincare products in Malaysia. Management Science Letters, 9(10). https://doi.org/10.5267/j.msl.2019.5.033
John, S. P., & De’Villiers, R. (2020). Elaboration of marketing communication through visual media: An empirical analysis. Journal of Retailing and Consumer Services. https://www.sciencedirect.com/science/article/pii/S0969698919304199
Kircaburun, K., Alhabash, S., Tosuntaş, Ş. B., & Griffiths, M. D. (2020). Uses and Gratifications of Problematic Social Media Use Among University Students: a Simultaneous Examination of the Big Five of Personality Traits, Social Media Platforms, and Social Media Use Motives. International Journal of Mental Health and Addiction, 18(3). https://doi.org/10.1007/s11469-018-9940-6
Kotler dan Keller. (2017). Manajemen Pemasaran, Edisi 12, Jilid 1, PT.Indeks,. Jakarta. In e – Jurnal Riset Manajemen.
Kotler, P., & Keller, K. L. (2016). Marketing Mangement. In Pearson Edition Limited.
Krywalski Santiago, J., & Moreira Castelo, I. (2020). Digital influencers: An exploratory study of influencer marketing campaign process on instagram. Online Journal of Applied Knowledge Management, 8(2). https://doi.org/10.36965/ojakm.2020.8(2)31-52
Mahajan, V. (2016). How Unilever Reaches Rural Consumers in Emerging Markets. Harvard Business Review, December 2.
Paul, J., Merchant, A., Dwivedi, Y. K., & Rose, G. (2021). Writing an impactful review article: What do we know and what do we need to know? Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296321003325
Prathisara, G. P., & Masduki, A. M. (2023). Marketing strategy in “Bakpiapia Djogja” food product packaging design. COMMICAST, 4(1), 48–63. https://doi.org/10.12928/commicast.v4i1.6823
Qorin Munandiyal, Q. M. H., & Fajar Junaedi, F. J. (2022). Production management of digital content for social media in the department of communication and informatic Batang Central Java. COMMICAST, 3(3), 181–191. https://doi.org/10.12928/commicast.v3i2.5953
Rani, K. A. B. (2019). The Influence of Price and Perceived Quality toward Repurchase Intention with Customer Satisfaction as Mediating Variable (Case Study of Miniso in Pontianak). Jurnal Manajemen Update.
Sakinah, Alfiqri, H. (2020). Analysis of Icons, Indexes, and Symbols in Youtube Advertisement of Wardah Perfect Bright Creamy Foam Facial Wash. Apollo Project, 9(1).
Septiawan, D. B., Harini, C., & ... (2020). The effect of Instagram and celebrity endorser advertising on purchase decisions with buying interest as variable intervening “(Study at Radio Store Semarang).” Journal of Management. http://jurnal.unpand.ac.id/index.php/MS/article/view/1699
Ulfa, R., Habiddin, H., & Utomo, Y. (2021). Interactive Instructional: Theoretical Perspective and Its Potential Support in Stimulating Students’ Higher Order Thinking Skills (HOTS). J-PEK (Jurnal Pembelajaran Kimia), 6(1). https://doi.org/10.17977/um026v6i12021p001
Wardhana, A. (2022). Brand Image Dan Brand Awareness. Brand Marketing: The Art of Branding, January.
Wibowo, A. A. (2022). Publication trends related to Uses and Gratification Theory on social media. International Journal of Communication and Society; Vol 4, No 2 (2022): December. https://doi.org/10.31763/ijcs.v4i2.789
Zowisło, M. (2019). From the volume Editor: Some remarks on sport from its historical-cultural horizon. Studies in Sport Humanities, 25. https://doi.org/10.5604/01.3001.0013.7838
DOI: https://doi.org/10.12928/sylection.v3i1.13959
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Symposium of Literature, Culture, and Communication (SYLECTION) 2023
Contact person:
Ms. Divani +62 812 2531 1510
Mr. Resnery +62 852 7899 0181
Ms. Kamila Salsabela +62 813 2535 0809
Mrs. Tristanti +62 811 1773 473
Email:
sylection@fsbk.uad.ac.id
Instagram or TikTok: fsbk_uad
Symposium of Literature, Culture, and Communication (SYLECTION) is licensed under CC BY-SA 4.0
