Needs of Celebrity Endorsers on Beatuy Product's Marketing Communication in Revolution 4.0

Abstract

Celebrity endorser is one of the alternative strategies in marketing communication activities. Begin to be used especially in the digital era in supporting a product marketing process. Not apart for companies that provide beauty products, the need to display visual advertising is one thing that must be considered. A large number of internet users has triggered companies to make the best use of digital media in a broad and planned manner. There were recorded 143.26 million people in 2017 from the total population of Indonesia 262 million people. This shows that 54.68% of the population in Indonesia has used the internet. Digital media’s accessibility makes companies have to plan every content in digital media in order to attract the attention of prospective customers. Celebrity endorser is one of the company's needs in implementing its product marketing communication strategy, especially beauty products in increasing brand awareness or simply attracting attention. One of the biggest uses of celebrity endorsers is through social media like Instagram. Further research was conducted with a follower population of one of the beauty product brands, with descriptive quantitative methods the results showed that the significance value of the variable celebrity endorser of 0.000 was smaller than alpha 0.05, which meant that there was a significant influence of variable celebrity endorsers on brand awareness of beauty products. The need for celebrity endorser is inseparable from its role as the giver of testimonials, spokesperson, brand image associations and persuasive communicators in marketing communication of beauty products, especially in the era of industrial revolution 4.0