PERSEPSI AUDIENCE PADA KONTEN CELEBRITY ENDORSEMENT DAN BRAND AMBASSADOR BROMEN (Studi pada Followers @suryainsomnia)

The rapid development of social media has transformed the way brands interact with consumers, where public figures now play a crucial role in shaping brand image and consumer trust. The phenomenon of celebrity endorsement and brand ambassadorship has become a primary strategy in digital marketing, including the collaboration between Surya Insomnia and Bromen, a local men’s skincare brand. This study aims to understand audience perceptions of promotional content featuring Surya Insomnia as a representative of Bromen on Instagram.
This research adopts a qualitative approach using a descriptive study method to explore the subjective experiences of the audience. The theoretical framework is based on Social Judgment Theory (Sherif & Hovland), which explains how individuals evaluate messages based on their initial attitudes (anchor), latitude of acceptance, latitude of rejection, latitude of noncommitment, and level of emotional involvement (ego involvement). Data were collected through online interviews with six active followers of the @suryainsomnia account and documentation of social media interactions.
The findings indicate that most audience members perceive Surya Insomnia as an authentic, humorous, and credible figure, making the promotional messages feel natural and aligned with his personal character. This perception places Bromen’s promotional content within the audience’s latitude of acceptance due to the congruence between the public figure’s image and the brand. Authenticity and consistency in personal branding are proven to be key factors in building audience trust and emotional attachment to the product.
In conclusion, the effectiveness of celebrity endorsement is influenced not only by popularity and value congruence but also by how the promotional content is presented. Selecting the right brand ambassador or celebrity endorser who can deliver messages authentically and relevantly will enhance public trust in the brand.