Penggunaan Chelsea Van Meijr sebagai celebrity endorsement produk Kaela Collection melalui Instagram = Using Chelsea Van Meijr as a celebrity endorsement Kaela Collection products through Instagram

Johan, Celine (2022) Penggunaan Chelsea Van Meijr sebagai celebrity endorsement produk Kaela Collection melalui Instagram = Using Chelsea Van Meijr as a celebrity endorsement Kaela Collection products through Instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kaela Collection merupakan salah satu toko online yang menggunakan media sosial Instagram untuk menjual produk fashion wanita remaja hingga dewasa. Promosi yang dilakukannya dalam memasarkan produk dengan memanfaatkan fitur-fitur yang ada di Instagram seperti feed post, Instagram story dan reels dengan memanfaatkan penggunaan endorser. Pada profil di Instagram dituliskan bahwa Chelse menerima endorsement untuk produk apapun salah satunya fashion. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kualitatif. Teknik pengumpulan data lebih banyak pada pengamatan selama proses endorse berlangsung, wawancara mendalam dan dokumentasi. Wawancara dilakukan peneliti kepada subjek penelitian yaitu pemilik akun @kaela_collection, celebrity endorser yaitu @chelseavanmeijr dan konsumen yang pernah membeli produk. Hasil penelitian menunjukkan bahwa penggunaan celebrity endorsement di media sosial Instagram dapat menjadi daya tarik dalam memberikan informasi kepada masyarakat terkait dengan produk-produk yang mereka pakai, meskipun produk yang dijual oleh online shop di Instagram tidak memiliki brand image yang kuat. / Kaela Collection is an online store that uses Instagram social media to sell fashion products for teens to adults. The promotion he does in marketing products by utilizing features on Instagram such as feed posts, Instagram stories and reels by utilizing the use of endorsers. On the profile on Instagram, it is written that Chelse accepts endorsements for any product, one of which is fashion. The approach used in this study is a qualitative approach. Data collection techniques are more on observations during the endorse process, in-depth interviews and documentation. Interviews were conducted by researchers to the subjects of the study, namely the owner of the @kaela_collection account, celebrity endorser, namely @chelseavanmeijr and consumers who had purchased the product. The results showed that the use of celebrity endorsements on Instagram social media can be an attraction in providing information to the public related to the products they use, even though the products sold by online shops on Instagram do not have a strong brand image. This strategy can attract the attention of Instagram users for the products offered by the Kaela Collection. In addition, the existence of a celebgram can make consumers interested in using the same product used by the celebgram. So that potential consumers have the desire to buy or the products or services offered.

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