THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN INCREASING ONLINE ENGAGEMENT ON LOCAL COSMETIC PRODUCT ON THE TIKTOK PLATFORM (CASE STUDY ON @SOMETHINCOFFICIAL)

• Main Author: Fathurrahman, Septyadi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76953
• Institution: Institut Teknologi Bandung

Technology is growing so that companies are increasingly intensively carrying out marketing strategies through various platforms, one of which is Tiktok app as the most downloaded application in 2022. Somethinc is the brand name of an Indonesian skincare company that in advertising its products on the Tiktok application uses a celebrity endorsement strategy with the aim that advertisements are watched and liked by the desired target so as to increase audience trust in the brand. However, there are still content videos that use celebrity endorsements that have not been able to reach a high level of engagement. Therefore, this study aims to find out what factors effectively affect high engagement rates. This study is a mixed study that examines various content videos with high engagement rates on content videos that use and do not use celebrity endorsement and analyzed using Engagement Rate per Reach (ERR) and NVoVivo 12 Plus. The result of this study is that The highest average engagement rate is found in video content using celebrity endorsements in 2022 dan there are factors that are most effective in influencing high online engagement rates in video content that uses and does not use celebrity endorsements, namely Interaction and Educating. In addition, there are other factors that support the two content videos, namely Informing, hashtags, entertainment, persuation, and reminders.