Celebrity Endorser in Supporting SMEs through Social Media in Pandemic Situation

Abstract

The pandemic covid-19 has forced SMEs entrepreneurs to transform their business from offline to online purchases. Social media such as Instagram is a digital platform that uses widely. It gives a wide opportunity to SMEs entrepreneurs to survive and to grow. But it provides many challenges. One of the challenges is the capacity of entrepreneurs to transfer the knowledge of the product and influence the customer to buy. Celebrity involvement in supporting SMEs entrepreneurs by endorsing the product in value will be a good way for SMEs entrepreneurs to influence customers. This research aims to portray of celebrity endorser in supporting SMEs Entrepreneurs to survive through Instagram (Social Media) in the Pandemic Covid-19 condition. The study observes and records endorsement activities carried out by 65 celebrities through their Instagram account and to survey 809 SMEs entrepreneurs that the product endorsed by the celebrity.

Pelatihan Strategi Bisnis UMKM Bengkulu Menggunakan Media Sosial

“…Untuk mengatasi tantangan ini, pedagang mikro dapat memanfaatkan platform media sosial sebagai strategi pemasaran yang hemat biaya dan efisien. Dengan memanfaatkan media sosial, pedagang mikro dapat menjangkau khalayak yang lebih luas, mempromosikan brand UMKM secara efektif, dan membangun loyalitas pelanggan (Hidayat et al, 2020). Selain itu, penggunaan media sosial dapat membantu pedagang mikro mengurangi biaya transaksi dan memperoleh informasi bisnis yang diperlukan, mengatasi beberapa keterbatasan yang UMKM hadapi dalam hal akses ke transportasi dan informasi bisnis yang relevan.…”