Bunardi, Devinson
(2017)
The importance of endorsing social media influencer for Garena Arena of Valor Indonesia.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Social media influencer holds a really major role in company's promotion strategy They are the one that are able to promote either products or services from the company using social media platforms. Thus, companies should be able to choose the proper and right social media influencers that match with their criteria. The purpose of this study is to identify the main reason in endorsing social media influencers. In addition, this research also shows the criteria needed to choose the right social media influencer. PT Garena Indonesia, located in West Jakarta, is taken to be the object of research. This study is applying qualitative approach, in which interview with different informant would be conducted. To be able to understand different perspectives, representatives from PT Garena Indonesia which are the Product Manager and Senior Game Operation Associate, representatives from social media influencers, and representatives from consumers are taken to be the informant of this study, at the same time validity and reliability test are conducted through source triangulation. The result of this study showed that endorsing social media influencer can actually increase the brand awareness of Garena Arena of Valor Indonesia. But, in order to successfully achieve that, selecting the right social media influencer must be carefully conducted and fulfill the criteria. These criteria include soft skill, easygoing, creativity, type of influencer, commitment, cooperative, and power. This finding can be used for the marketer of Garena Arena of Valor Indonesia or other game companies to choose the right social media influencers for their products, so that they can enhance their brand awareness more.
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