Pengaruh celebrity endorser Fadil Jaidi dalam social media marketing terhadap brand awareness pada bumame farmasi di Kota Jakarta
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Abstract
Since the COVID-19 pandemic outbreak entered Indonesia, many companies have
taken advantage of business opportunities in the pharmaceutical industry,
especially in the field of COVID-19 test services. PT Budimanmaju Megah Farmasi
or Bumame Farmasi is one of the companies that provides COVID-19 test services
that utilize social media to market and promote their services. Bumame Farmasi
utilizes social media marketing with the help of celebrity endorsers such as Fadil
Jaidi to build a Bumame Farmasi brand awareness in Jakarta. In this study was
conducted with the aim of knowing how much influence given by celebrity endorser
Fadil Jaidi to Brand Awareness on Bumame Pharmacy in Jakarta. The population
used in the study was Instagram social media follower Fadil Jaidi who knew
Bumame Pharmaceuticals and used quantitative methods with 385 respondents
who participated in filling out questionnaires through online media selected
through simple random sampling or probability sampling. The analytical
techniques used are descriptive analysis methods and multiple linear regression
analysis. Based on the results of the study can be concluded that there is a partial
influence on the variables trustworthiness, expertise, attractiveness, respect, and
similarity to brand awareness variables simultaneously and partially. Partially the
influence of trustworthiness variables by 14%, expertise variables by 18%,
attractiveness influence by 5.4%, respect variables by 2.6% and similarity
variables by 27% to Bumame Pharmaceutical brand awareness in Jakarta City.
The simultaneous influence on variable trustworthiness, expertise, attractiveness,
respect, and similarity to brand awareness in the city of Jakarta by 67% while 33%
is the influence of other factors that are not studied.
Article Details
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