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"ABSTRAKMedia sosial menjadi salah satu media pendukung bagi pemasar untuk beriklan di era saat ini Di Indonesia Instagram merupakan media sosial dengan aktivitas komersil yang sangat tinggi Strategi endorsement oleh non selebritis digunakan oleh pemasar melihat adanya pengaruh signifikan terhadap khalayak Efektivitas seorang endorser non selebritis dapat dilihat dari karakteristiknya yang dibentuk dari elemen kredibilitas atraktivitas dan kekuatan sebagai sumber pesan Akun Instagram milik Mega Iskanti megaiskanti memiliki karakteristik yang memenuhi keseluruhan elemen tersebut menunjukkan bahwa ia merupakan endorser non selebritis yang efektif dalam menyampaikan pesan kepada khalayak Efektivitas tinggi yang dimiliki akun megaiskanti berpengaruh terhadap sikap dan pembentukan asosiasi positif oleh khalayak kepadanya dan merek yang diiklankannya Mega Iskanti pun semakin digemari oleh para pemasar melihat adanya potensi akun tersebut lebih disukai dan diikuti oleh khalayak Sayangnya pada elemen kredibilitas akun megaiskanti masih menunjukkan penulisan yang kurang persuasif sehingga mengakibatkan khalayak sulit terhubung dengan endorser atau mereknya.

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ABSTRACT

In this era social media is used as supporting media for advertising In Indonesia Instagram is a social media with the highest number of commercial activities Non celebrity endorsement is one of marketing strategies used by marketers as it has siginificant impact towards audiences Effectiveness of non celebrity endorser is analysable by seeing his her characteristics which is formed by source credibility source attractiveness and source power Mega Iskanti rsquo s Instagram account megaiskanti has characteristics that fulfill all of the elements above showing that she is an effective non celebrity endorser in terms of delivering messages to audience The high effectiveness of megaiskanti influences audiences rsquo attitude and positive association forming towards her and brands she advertised Mega Iskanti becomes one of marketers rsquo favorite endorsers as she is potential to be more likeable and followed by audiences Unfortunately megaiskanti doesn rsquo t perform well on building her credibility with lack of persuasive copywriting that can cause disengagement between audience and endorser or brands."

"Penelitian ini dilatarbelakangi oleh maraknya penggunaan media sosial sebagai platform bagi pemasar untuk beriklan di era digital. Pada tahun ini sendiri, salah satu media sosial dengan minat penggunaan serta aktivitas komersil yang tinggi adalah TikTok. Dengan adanya platform yang menyediakan konten berupa video 15-120 detik tersebut menyebabkan banyaknya para pebisnis menggunakan TikTok sebagai lahan untuk mendapatkan kesuksesannya dengan cara endorse para Endorser Non-selebriti (content creator). Hal ini menambah fungsi TikTok yang awalnya untuk berbagi video atau audio visual, tetapi kini juga telah dipenuhi oleh postingan para creator yang mempromosikan endorsement mereka. Penggunaan strategi endorsement oleh non-selebriti yang dilakukan oleh pemasar telah memberikan dampak yang signifikan pada audiens. Keefektifan seorang endorser non-selebriti dapat dilihat dari karakteristik kredibilitas, daya tarik dan kekuatan yang menjadi sumber informasi. Akun TikTok milik Michele Alexander (@cheekykiddo) memiliki karakteristik yang memenuhi elemen-elemen tersebut, menunjukkan bahwa ia merupakan Endorser Non-Selebritis yang efektif dalam menyampaikan pesan kepada khalayak. Efisiensi akun @cheekykiddo yang tinggi juga akan mempengaruhi sikap dan pembentukan asosiasi positif antara audiens dan merek iklannya. Michele Alex juga semakin populer di kalangan pemasar yang melihat adanya potensi dari creator tersebut.

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This research is motivated by the widespread use of social media as a platform for marketers to advertise in the digital era. This year alone, one of the social media with a high interest in usage and commercial activity is TikTok. With a platform that provides content in the form of 15 to 120seconds video, many business people use TikTok as a land to gain success by endorsing non-celebrity Endorsers (content creators). This adds to TikTok's functionality that was originally for sharing video or audio visuals, but has now also been filled with posts by creators promoting their endorsements. The use of non-celebrity endorsement strategies by marketers has had a significant impact on audiences. The effectiveness of a non-celebrity endorser can be seen from the characteristics of credibility, attractiveness and power that are the source of information. Michele Alexander's TikTok account (@cheekykiddo) has characteristics that meet these elements, suggesting that she is a Non-Celebrity Endorser who is effective in delivering messages to the audience. The high efficiency @cheekykiddo accounts will also influence attitudes and the formation of positive associations between the audience and its advertising brands. Michele Alex is also increasingly popular among marketers who see the potential of the creator."

"[Penelitian ini dilatarbelakangi oleh persaingan kompetitif antar produsen yang mendorong produsen untuk menyusun strategi pemasaran demi terserapnya kelimpahruahan produksi. Produsen berupaya menciptakan imaji kebutuhan melalui sistem tanda pada media sosial dengan konsep endorsement. Penelitian ini bertujuan untuk membongkar pemanfaatan sistem tanda pada media sosial yang dilakukan produsen untuk membangkitkan konsumsi. Berbasis teori Masyarakat Konsumsi dari Jean Baudrillard, penelitian ini menggunakan paradigma kritis dan metode analisis semiotika Roland Barthes. Hasil penelitian menunjukkan bahwa produsen menyelipkan aktivitas pemasaran melalui sistem tanda pada foto endorser di Instagram. Temuan lain dalam penelitian ini adalah terdapat relasi saling memasarkan antara produsen dan endorser.

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This study's motivated by competitive rivalry among producers which encourage them to develop a marketing strategy for the sake of absorption abundance of production. The producer created artificial need through system of signs on social media. This study aimed to dismantle the use of system of signs on social media that carried producers to raise consumption. According to Consumer Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer slipped marketing activities through system of signs in endorser's photos on Instagram. Other finding in this study's there's a mutual relationship between producer and endorser. This study's motivated by competitive rivalry among producers which encourage them to develop a marketing strategy for the sake of absorption abundance of production. The producer created artificial need through system of signs on social media. This study aimed to dismantle the use of system of signs on social media that carried producers to raise consumption. According to Consumer Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer slipped marketing activities through system of signs in endorser's photos on Instagram. Other finding in this study's there's a mutual relationship between producer and endorser., This study‟s motivated by competitive rivalry among producers which

encourage them to develop a marketing strategy for the sake of absorption

abundance of production. The producer created artificial need through system of

signs on social media. This study aimed to dismantle the use of system of signs on

social media that carried producers to raise consumption. According to Consumer

Society Theory by Jean Baudrillard, this study used critical paradigm with

Semiotic Analysis Method of Roland Barthes. The result showed that the producer

slipped marketing activities through system of signs in endorser‟s photos on

Instagram. Other finding in this study‟s there‟s a mutual relationship between

producer and endorser.]"

"Banyaknya pesaing bisnis kuliner memberikan dampak terhadap keputusan pembelian konsumen yang akan dipengaruhi pada saat mereka mempertimbangkan merek, kualitas, dan harga dari produk yang akan dibeli. Oleh karena itu, pemasar perlu memperhatikan strategi dan media promosi yang tepat dan inovatif agar proses pemasaran dapat berjalan secara efektif. Instagram marak digunakan sebagai lahan bagi pemasaran produk kuliner untuk mempromosikan produknya secara online. Pemasar di Instagram menggunakan selebriti dalam berbagai iklan yang dikenal dengan celebrity endorsement. Celebrity endorsement merupakan salah satu strategi pemasaran yang kreatif untuk meningkatkan volume penjualan karena selebriti memiliki daya tarik dan diikuti banyak penggemar. Selain itu, pesan yang disampaikan khalayak di social media Instagram juga menimbulkan terciptanya Electronic Words-of-Mouth (e-WOM). Penelitian ini fokus pada pengaruh Celebrity Endorsement dan Electronic Words-of-Mouth terhadap keputusan pembelian produk kuliner Bandung Makuta, baik hubungan secara langsung maupun menggunakan mediator Brand Image. Teknik pengambilan sampel yang digunakan adalah sampel jenuh dengan metode sensus dan didapatkan sebanyak 200 responden. Hasilnya, Celebrity endorsement tidak memiliki pengaruh langsung terhadap keputusan pembelian, namun memiliki pengaruh tidak langsung melalui brand image. Sedangkan electronic words-of-mouth memiliki pengaruh langsung maupun tidak langsung melalui brand image terhadap keputusan pembelian.

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The number of culinary business competitors has an impact on consumer purchasing decisions that will be affected when they consider the brand, quality, and price of the product to be purchased. Therefore, marketers need to pay attention to the right and innovative strategies and media promotions so that the marketing process can run effectively.

Instagram is widely used as a media for marketing culinary products to promote their products online. Marketers on Instagram use celebrities in various advertisements known as celebrity endorsement. Celebrity endorsement is one of the creative marketing strategies to increase sales volume because celebrities have appeal and are followed by many fans. In addition, the message conveyed by Instagram audiences on social media also led to the creation of Electronic Words-of-Mouth (e-WOM).

This research focuses on the effect of Celebrity Endorsement and Electronic Words-of-Mouth on purchasing decisions for Bandung Makuta culinary products, both directly and using Brand Image as a mediator. The sampling technique used was a saturated sample with a census method and obtained as many as 200 respondents.

The result is celebrity endorsement does not have a direct effect on purchasing decisions, but has an indirect effect through the brand image. While electronic words-of-mouth has a direct or indirect effect through a brand image of purchasing decisions."

"ABSTRAK<>br>Penggunaan media sosial Instagram yang semakin masif mendorong interaktivitas yang tinggi antarpenggunanya. Interaktivitas ini dilihat sebagai kesempatan oleh pemasar untuk memasarkan produknya melalui sistem endorsement. Namun ternyata, penggunaan Instagram sebagai media pemasaran tidak selamanya berdampak positif. Tulisan ini berfokus pada anak yang dikomodifikasi sebagai model endorse di Instagram orangtuanya yang merupakan selebritis. Komodifikasi terjadi di bawah pengawasan orang tua dan didukung oleh pemberitaan media serta anggapan wajar mengenai anak yang bekerja. Selain itu, budaya konsumerisme terhadap produk anak juga mendorong terjadinya komodifikasi terhadap anak. Isu lain atas unggahan konten Instagram orangtua yang menampilkan foto anak adalah pelanggaran privasi anak. Orangtua membagikan konten yang menampilkan anaknya tanpa persetujuan dari sang anak ke ranah publik.

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ABSTRACT<>br>The massive use of Instagram stimulates high interactivity between its users. The interactivity is seen as big opportunity by marketers to promote their product by endorsement system. However, the use of Instagram to be one of the marketing tools does not always have positive impact. This paper focus on commodification that happened to children endorser on Instagram whose parents is a celebrity. The commodification happened in the right of the parents and supported by the media publication about reasonable presumption on working children. Moreover, consumerism culture on children rsquo s product also supporting the commodification of these children. Another issue that can happen because of the children content on parent rsquo s social media is invasion of the child privacy. Parents, however share the content about their children to the public without the children rsquo s consent."

"Pemasaran yang dilakukan melalui media sosial (social media marketing) telah banyak dimanfaatkan di era digital. Salah satu keuntungan dalam melakukan social media marketing adalah bisnis dapat mengenalkan merek (brand) kepada khalayak. Beberapa penelitian terdahulu juga telah membuktikan bahwa social media marketing memiliki pengaruh yang positif terhadap brand awareness dan brand image. Tesis ini menguji pengaruh social media marketing (pemasaran media sosial) terhadap brand awareness (kesadaran merek) dan brand image (citra merek) pada HuntStreet.com, bisnis yang bergerak di bidang sustainable fashion. Dimana HuntStreet.com aktif melakukan pemasaran di media sosial instagram, youtube, dan facebook. Namun respon khalayak dapat dikatakan rendah, hal ini dilihat dari hasil penelusuran di search engine Google terkait HuntStreet.com yang masih sedikit dan rating beserta ulasan terkait HuntStreet.com di Google Review yang juga rendah. Hal ini bertolak belakang dari konsep social media marketing dan juga hasil penelitian terdahulu yang menunjukkan adanya pengaruh ketika melakukan pemasaran di media sosial terhadap brand awareness dan brand image dari merek tersebut. Menggunakan paradigma positivisme, penelitian ini adalah penelitian kuantitatif yang menggunakan metode analisis jalur yang menguji empat hipotesis berupa pengaruh social media marketing terhadap brand awareness, brand awareness terhadap brand image, social media marketin terhadap brand image, dan social media marketing terhadap brand image melalui brand awareness. Variabel social media marketing dalam penelitian ini menggunakan 6 dimensi: entertainment, interaction, customization, electronic word of mouth (E-WOM), trendiness, dan advertisement. Hasil penelitian menunjukkan bahwa ke-empat hipotesis alternatif (Ha) diterima, yakni social media marketing memiliki pengaruh  positif terhadap brand awareness, brand awareness memiliki pengaruh  positif terhadap brand image, social media marketing memiliki pengaruh  positif terhadap brand image, dan social media marketing memiliki pengaruh  positif terhadap adap brand image melalui brand awareness. Kesimpulan bahwa hasil penelitian sejalan dengan penelitian-penelitian terdahulu dan pemasaran yang dilakukan menggunakan media sosial dapat berpengaruh terhadap pengetahuan khalayak terhadap merek dan membangun citra merek.

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Using social media to do marketing (social media marketing) has been widely used in the digital era. One of the advantages of doing social media marketing is that businesses can introduce the brand to audiences. Several previous studies have also proven that social media marketing has a positive influence on brand awareness and brand image. This thesis examines the effect of social media marketing on brand awareness and brand image at HuntStreet.com, a business engaged in sustainable fashion. HuntStreet.com is actively marketing on social media such as Instagram, YouTube and Facebook. However, audience response can be said to be low, this can be seen from the search results on the Google search engine related to HuntStreet.com which are still low and ratings and reviews related to HuntStreet.com on Google Reviews which are also low. This is contrary to the concept of social media marketing and also the results of previous studies which show that there is an influence when marketing on social media has on brand awareness and brand image of the brand. Using the positivism paradigm, this research is a quantitative study that uses path analysis methods that test four hypotheses in the form of the influence of social media marketing on brand awareness, brand awareness on brand image, social media marketing on brand image, and social media marketing on brand image through brand awareness. Social media marketing variable in this study use 6 dimensions: entertainment, interaction, customization, electronic word of mouth (E-WOM), trendiness, and advertisement. The results showed that the four alternative hypotheses (Ha) were accepted, namely social media marketing had a positive effect on brand awareness, brand awareness had a positive effect on brand image, social media marketing had a positive effect on brand image, and social media marketing had a positive influence positive attitude towards adapting brand image through brand awareness. The conclusion is that the results of this research are in line with previous studies and marketing carried out using social media can influence audience knowledge of brands and build brand images."