The Influence of Social Media Advertising and Celebrity Endorsers on the @Jiniso.Id Instagram Account on Brand Image in Building Follower Trust

Christiana Wulandari; Herlinda; Yanti Trianita; Saksi Deftiana Sanusi; Alfara Fadilla; Amalia Fitri

doi:10.59890/ijma.v4i1.298

Authors

Christiana Wulandari Universitas Gunadarma
Herlinda Universitas Gunadarma
Yanti Trianita Universitas Gunadarma
Saksi Deftiana Sanusi Universitas Gunadarma
Alfara Fadilla Universitas Gunadarma
Amalia Fitri Universitas Gunadarma

DOI:

https://doi.org/10.59890/ijma.v4i1.298

Keywords:

Social Media Advertising, Celebrity Endorser, Instagram, Brand Image

Abstract

The rapid development of technology and communication has encouraged many business actors in Indonesia to continuously innovate in advancing their businesses. One strategy that is now commonly implemented by various institutions is creating advertisements that are attractive and relevant to current technological trends. One effective way to make products more widely recognized by the public is through promotion on social media platforms and the use of celebrity endorsers. This study aims to examine the influence of social media advertising and celebrity endorsers on the Instagram account @jiniso.id on brand image in building followers’ trust. The research method used is a quantitative approach. The population of this study consists of followers of the Instagram account @jiniso.id, with purposive sampling using the Slovin formula, resulting in 400 respondents as the sample. Data were collected through online questionnaires using Google Forms and analyzed using the SPSS program version 29. The theory applied in this study is social cognitive theory, which states that individuals learn through observation and by imitating the behavior of others, especially those presented through mass media. The results of the study indicate that social media advertising and celebrity endorsers on the Instagram account @jiniso.id have a significant influence on brand image in building followers’ trust.

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