Kerja sama endorsement selebriti media sosial untuk meningkatkan popularitas merek usaha industri horeka (hotel, restoran, kafe) selama pandemi Covid-19
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Abstract
During the Covid-19 pandemic, the hotel and restaurant industry suffered a massive impact, where most of the profit-generating activities are restricted to suppress the spread of the highly contagious disease. Companies tried their best to maintain brand awareness. With profit being reduced greatly, marketing budgets suffered the same fate, to maintain or increase brand awareness to gain advantages from popularity, companies needed to think of the most effective way with minimum budget spending. Social media, such as Instagram is a software application that allows people to digitally interact with each other, eventually adding more features that support businesses from closing a sales deal to marketing and advertising their company or products. To stand out and gain popularity for business advantages, companies need to think of a way that is beyond what Instagram offers as its features. One of them is through a partnership with social media celebrities. With a lot of followers, companies can promote their products, services, and other offering utilizing the fame of social media celebrities through a partnership known as an endorsement. This research was conducted qualitatively to figure out how social media celebrities through endorsement partnerships can gain brand popularity in the hotel, restaurant, and café industry during the Covid-19 pandemic period. This research concludes, that through social media celebrity endorsement, companies can gain brand popularity effectively with a relatively small budget.
Selama masa pandemi Covid-19, industri hotel dan restoran mengalami dampak yang sangat parah, hampir seluruh kegiatan masyarakat yang sebelumnya menjadi sumber penghasilan utama kini dilarang demi menekan angka penyebaran virus tersebut. Perusahaan melakukan yang terbaik untuk menjaga kesadaran mereknya. Dengan besarnya pengurangan pendapatan, anggaran pemasaran juga mengalami nasib yang sama, untuk menjaga dan meningkatkan kesadaran merek agar mendapatkan keuntungan dari popularitas, perusahaan perlu memikirkan cara yang paling efektif dengan anggaran minimum. Hadirnya media sosial salah satunya Instagram, memungkinkan masyarakat untuk secara digital berinteraksi satu dengan lainnya hingga kemudian menambah fitur aplikasinya untuk mendukung kegiatan perniagaan, mencapai kesepakatan penjualan hingga pemasaran dan periklanan untuk perusahaan maupun produknya. Agar menonjol dan mencapai popularitas, perusahaan perlu memikirkan cara yang lebih dari fitur yang ditawarkan oleh Instagram. Salah satunya adalah dengan melakukan kerja sama dengan selebriti media sosial. Dengan banyaknya jumlah pengikut, perusahaan dapat mempromosikan produk, jasa, dan penawaran lainnya dengan memanfaatkan popularitas yang dimiliki oleh selebriti media sosial melalui sebuah kerja sama promosi berbayar. Penelitian ini menggunakan metodologi kualitatif untuk mengetahui bagaimana selebriti media sosial melalui kerja sama promosi berbayar dapat mencapai popularitas merek untuk industri hotel, restoran, dan kafe selama periode pandemi Covid-19. Penelitian ini menyimpulkan bahwa selebriti media sosial melalui kerja sama promosi berbayar dapat meningkatkan popularitas merek dengan biaya yang relatif rendah.
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