{"id":7426,"date":"2020-07-20T03:46:04","date_gmt":"2020-07-19T20:46:04","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=7426"},"modified":"2020-07-20T03:46:04","modified_gmt":"2020-07-19T20:46:04","slug":"celebrity-endorser-sebagai-magnet-bisnis-di-era-digital","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2020\/07\/celebrity-endorser-sebagai-magnet-bisnis-di-era-digital\/","title":{"rendered":"CELEBRITY ENDORSER SEBAGAI MAGNET BISNIS DI ERA DIGITAL !"},"content":{"rendered":"<p style=\"text-align: center\"><strong>Nisrin Husna, S.I.Kom., M.I.Kom<\/strong><\/p>\n<p style=\"text-align: justify\">Internet sebagai salah satu wujud nyata dari hasil perkembangan teknologi telah merubah cara interaksi dalam komunikasi pemasaran dari face to face (konvensional) menjadi screen to face (internet marketing). Hal ini dikarenakan peningkatan pengguna internet serta pengguna akun media sosial di Indonesia yang berdampak pada peningkatan minat belanja secara online (Nisaputra, 2013). Menurut Bloom &amp; Boone (2006) kegunaan internet saat ini tidak hanya untuk keperluan riset saja, namun sebagai sumber berita, bermain gameonline, ajang sosialisasi serta sebagai bisnis. Transaksi bisnis melalui internet yang banyak dilakukan saat ini didasarkan pada alasan pengehematan waktu,\u00a0 karena internet dianggap praktis dan mudah digunakan saat padatnya rutinitas di era digital ini. Dalam sebuah komunikasi pemasaran produk baik melalui online (screen to face) maupun pemasaran konvensional (face to face), strategi komunikasi yang tepat perlu dipilih dengan tujuan menghindarkan perusahaan dari kerugian yang disebabkan oleh kegiatan promosi yang tidak efektif dan efisien (Soemanagara, 2006).<\/p>\n<p style=\"text-align: justify\">Henry Simamora (2000) mengemukakan bahwa strategi komunikasi yang semakin populer saat ini adalah dengan menggunakan selebriti sebagai pelaku komunikasi bisnis atau yang lebih umum disebut sebagai\u00a0<em>Celebrity Endorser<\/em>\u00a0. Menurut Terence A. Shimp (2002) definsi\u00a0<em>Celebrity endorser<\/em>\u00a0adalah seorang artis, entertainer, atlet, dan publik figur yang mana banyak diketahui oleh orang banyak untuk keberhasilan dibidangnya masing-masing dari bidang yang didukung. Para\u00a0<em>celebrity endorser<\/em>\u00a0diharapkan menjadi juru bicara merek agar cepat melekat di benak konsumen, sehingga konsumen mau membeli merek tersebut. Disamping itu, selebriti juga bisa digunakan sebagai alat yang tepat untuk mewakili segmen pasar yang dibidik. Oleh sebab itu tidak heran ketika\u00a0 produk yang diiklankan menggunakan banyak selebriti, karena masing-masing akan mewakili segmen pasar yang dibidik\u00a0 (Royan : 2005).<\/p>\n<p style=\"text-align: justify\">Guan Feng Song\u00a0 dan Sirion Chaipoopiratana (2008) menyimpulkan bahwa faktor yang digunakan untuk memilih\u00a0<em>celebrity endorser<\/em> adalah Risk, Physical Attractiveness, credibility, amiability, celebrity product match, proffesion, dan celebrity audience match. Faktor-faktor tersebut lah yang kemudian menjadi pertimbangan produsen dalam memilih artis sebagai magnet bisnis produk mereka.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nisrin Husna, S.I.Kom., M.I.Kom Internet sebagai salah satu wujud nyata dari hasil perkembangan teknologi telah merubah cara interaksi dalam komunikasi pemasaran dari face to face (konvensional) menjadi screen to face (internet marketing). Hal ini dikarenakan peningkatan pengguna internet serta pengguna akun media sosial di Indonesia yang berdampak pada peningkatan minat belanja secara online (Nisaputra, 2013). [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127],"tags":[],"class_list":["post-7426","post","type-post","status-publish","format-standard","hentry","category-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CELEBRITY ENDORSER SEBAGAI MAGNET BISNIS DI ERA DIGITAL ! | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/binus.ac.id\/malang\/2020\/07\/celebrity-endorser-sebagai-magnet-bisnis-di-era-digital\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CELEBRITY ENDORSER SEBAGAI MAGNET BISNIS DI ERA DIGITAL ! 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