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All Journal Jurnal Ilmiah Komunikasi Makna
Alif Nur annisa Risqi Herawan
Universitas Dian Nuswantoro
Languange, Linguistic, Communication & Media

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Analyze of Influencer Strategies @wipangs through Endorsement on Immoderma Brand Alif Nur annisa Risqi Herawan; Swita Amallia Hapsari
Jurnal Ilmiah Komunikasi Makna Vol. 13 No. 1 (2025): February 2025
Publisher : Faculty of Communication Science, Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jikm.v13i1.43460

Abstract

AbstractNowadays, communication technology has become a primary channel for delivering information, especially in the business sector. Consequently, the use of social media has become a promotional medium that is considered impactful. One strategy involves selecting influencers who can engage the audience and encourage them to follow all recommended information. In Semarang, one beauty influencer, @wipang, is recognized for her unique approach to marketing products through endorsement collaborations. The brand Immoderma, which employs Wipang as an influencer, has developed a content-based partnership strategy. This study describes the beauty clinic brand in Semarang, Immoderma, which chooses influencers as a promotional strategy through endorsement collaborations. The researcher employs a qualitative descriptive research method, utilizing Integrated Marketing Communication (IMC) theory and an endorsement model concept that includes expertise, popularity, and reputation. To gather data, the researcher conducts interviews with Wipang as the primary data source. For secondary data, the researcher uses observation and documentation. The findings indicate that selecting an influencer as a promotional strategy through endorsement collaborations can effectively capture the public's attention for the Immoderma brand.Keywords: Endorsment; Influencer; Instagram;Wipang
Co-Authors Swita Amallia Hapsari