Wahyuni, Windi (2025) ANALISIS PERILAKU KONSUMEN MENGENAI KREATIVITAS DALAM CELEBRITY ENDORSER (STUDI KASUS PADA FOLLOWERS INSTAGRAM FADIL JAIDI). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Era persaingan bisnis digital yang semakin ketat, perusahaan dituntut untuk menggunakan promosi yang kreatif, salah satunya melalui celebrity endorsement di media sosial seperti Instagram. Penelitian ini bertujuan untuk menganalisis perilaku konsumen mengenai kreativitas dalam celebrity endorser dengan studi kasus pada followers Instagram Fadil Jaidi. Penelitian ini meliputi 6 penelitian terdahulu. Dengan kajian teoritis meliputi komunikasi pemasaran, media digital, media sosial, Instagram, celebrity endorser, pesan kreativitas, dan perilaku konsumen. Pada penelitian ini menggunakan konsep Theory of Reasoned Action (TRA) sebagai landasan teoritis. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus kepada informan 7 narasumber (followers) Fadil Jaidi untuk memahami preferensi dan tanggapan mereka mengenai konten endorsement yang disajikan. Teknik pengumpulan data pada penelitian ini meliputi observasi dan wawancara mendalam. Teknik analisis data menggunakan Miles and Huberman yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Teknik pemeriksaan keabsahan data menggunakan Triangulasi metode. Hasil penelitian ini menunjukkan bahwa kreativitas dalam konten endorsement berperan signifikan dalam menarik perhatian followers. Penggunaan storytelling, humor, serta interaksi aktif dengan audiens menjadi faktor utama yang membuat endorsement Fadil Jaidi terasa lebih menarik dan tidak monoton. Dalam aspek kognitif, followers memperoleh informasi tentang produk melalui gaya penyampaian yang interaktif dan menghibur. Secara afektif, mereka memiliki keterikatan emosional yang kuat dengan Fadil Jaidi, sehingga menimbulkan kepercayaan terhadap produk yang di-endorse. Pada aspek konatif, kreativitas dalam endorsement mendorong minat followers untuk mencari tahu lebih lanjut tentang produk, meskipun keputusan pembelian tetap dipengaruhi oleh beberapa faktor lain seperti harga dan kebutuhan pribadi. In the modern era of digital business competition, companies are demanded to use creative promotions, one of which is through celebrity endorsements on social media such as Instagram. This research aims to analyze consumer behaviour regarding creativity in celebrity endorser using a case study of Fadil Jaidi’s Intagram followers The research contains 6 previous studies areas, which theories related to marketing communication, digital media, social media, Instagram, celebrity endorsers, creative messaging, consumer behaviour. The Theory of Reasoned Action (TRA) is used as the main theoretical framework. Qualitative approach will be used as a research method and 7 informant (followers) of Fadil Jaidi were interviewed in order to understand their preferences and reactions to his endorsement content. Data was collected through observation and deep interviews. Data were examined by The Miles and Huberman model, from data reduction, data displays and conclusion. The validity of data was checked using method triangulation. The results shows, that creativity in content plays a big role in endorsement to attract followers attention. Those roles included storytelling, sense of humor, and direct interaction. The last one will consider as a main effect which capable to produce endorsement more interesting and less boring. Followers receive product information through a fun and interactive communication style from the cognitive side. On the other hand, they feel a strong attachment to Fadil Jaidi, which builds trust in the products he endorses as an emotional part. On the conative side, the creativity of the endorsement encourages followers to learn more about the products, although their final buying decisions are still influenced by other factors like price and personal needs.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321110004 |
| Uncontrolled Keywords: | Perilaku Konsumen, Celebrity Endorser, Kreativitas, Instagram, Fadil Jaidi. Consumer Behavior, Celebrity Endorser, Creativity, Instagram, Fadil Jaidi. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 23 May 2025 07:03 |
| Last Modified: | 23 May 2025 07:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95600 |
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