STRATEGI KOMUNIKASI PEMASARAN MELALUI ENDORSEMENT PADA GHEALSY.ID

This research aims to understand the marketing communication strategy through endorsements for Ghealsy.Id. The purpose is to determine whether endorsement is a viable long-term marketing communication strategy. The research method used is descriptive qualitative, with data collection techniques including interviews and observations. Interviews were conducted with Putri Ayu Febrianti, the owner of Ghealsy.Id, and other sources. Observations were made by monitoring social media activities related to the brand.
The research findings indicate that the marketing communication strategy through endorsements by influencers or public figures such as Fadil Jaidi, Awkarin, and Rachel Vennya can significantly enhance Ghealsy.Id brand awareness. This is evident from Ghealsy.Id social media presence, which has reached 1 million followers on Instagram and 414 thousand on TikTok, contributing to increased brand awareness and customer loyalty.
Endorsement is an effective marketing communication strategy for boosting brand awareness, especially when utilizing mega influencers. This research provides practical contributions to the field of digital marketing communication and can serve as a reference for other businesses in their marketing communication strategies in the digital era.