Konstruksi pesan media celebrity endorsement oleh toko online Kloth and Lust melalui layanan sosial media Instagram

Pangkey, Deisy Agmelia (2016) Konstruksi pesan media celebrity endorsement oleh toko online Kloth and Lust melalui layanan sosial media Instagram. Masters thesis, Universitas Pelita Harapan.

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Abstract

In accordance with the development of technology, the ease of shopping online in a way has attracted the interest of consumers. One of the media used is Instagram. There are several strategies to promote sales on Instagram. Celebrity endorsement is the of strategies. In this study, researchers wanted to see how the construction process and operational establishment message via celebrity endorsements in the online store Kloth and Lust. For data collection, researchers used two method. The method is participant observation and in-depth interview a costumer of Kloth and Lust. This study used a qualitative approach using the paradigm case studies and thematic analysis. The results showed that there is a way to construct a message via celebrity endorsements, which consider the images upload celebrity endorsement, the cost of celebrity endorsements, the selection of celebrity endorsement by followers, Celebrity can mix and match clothes, Celebrity delivering products as well, posture, quality photos uploaded by celebrity, models, and the concept and interesting themes. The above results must be associated with one another so that the construction of the message in accordance with the owner's goals. / Sesuai dengan perkembangan teknologi, kemudahan belanja dengan cara online telah menarik minat konsumen. Salah satu media yang digunakan adalah Instagram. Terdapat beberapa strategi untuk mempromosikan penjualan di Instagram yaitu salah satunya celebrity endorsement. Dalam penelitian ini peneliti ingin melihat bagaimana proses dan operasional pembentukan konstruksi pesan melalui celebrity endorsement di toko online Kloth and Lust. Pengumpulan data-nya melalui observasi partisipatif (observation) terhadap pemilik Kloth and Lust dan wawancara (in-depth interview) kosumen Kloth and Lust. Penelitian ini menggunakan pendekatan kualitatif menggunakan paradigma studi kasus dan analisis tematik. Hasil penelitian menunjukkan bahwa terdapat cara untuk mengonstruksi pesan melalui celebrity endorsement, yaitu mempertimbangkan hasil foto unggahan celebrity endorsement, biaya celebrity endorsement, pemilihan celebrity endorsement berdasarkan followers, Celebrity yang bisa mix and match baju, Celebrity yang menyampaikan produk secara baik, postur tubuh, kualitas foto yang diunggah celebrity, model yang mendukung, dan konsep tema yang menarik. Hasil diatas harus dikaitkan satu sama lain agar konstruksi pesan yang ingin disampaikan sesuai dengan tujuan pemilik.

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