Syntax Literate: Jurnal Ilmiah Indonesia p–ISSN: 2541-0849 e-ISSN:
2548-1398
Vol. 9, No. 7, Juli 2024
BRAND
AWARENESS OF PRODUCTS THROUGH HUMOR GIMMICK CONTENT
Ferry Dwi
Nurrochman1, Dena Adelia2, Layya Aryakhiyah3*, Dedet Erawati4
Universitas Swadaya Gunung Jati, Cirebon,
Indonesia1,2,3,4
Email: [email protected]1, [email protected]2, [email protected]3*, [email protected]4
Abstract
A digital marketing strategy using humorous gimmicks can
steal the company's attention because it attracts the audience's attention and
can increase brand awareness of a Pocari Sweat product. Aiming to find out what
marketing strategies can be used on social media and whether digital marketing
strategies using humorous gimmicks can grow brand awareness of a product, this
research uses a descriptive qualitative method using theory from Dentsu; in
this theory, there is the AISAS model, namely (Attention, Interest, Search,
Action, Share). The research results show that a marketing strategy using
humorous gimmicks can provide added value to brand awareness because it has a
strong appeal in the eyes of the audience and can entertain the audience. The clever gimmick content strategy
used by Fadil Jaidi has proven to be an effective digital marketing strategy
that impacts brand awareness of a product. From informants' responses and
netizen comments on his Instagram account, the audience does not see
endorsement advertising content because of the interest built through the
humorous gimmick presented. The
content created by Fadil Jaidi has also successfully increased the audience's
buying interest, thus influencing the social media of brands or products that
Fadil Jaidi collaborates with.
Keywords: Digital Marketing, Brand Awareness, Gimmick Humor
Introduction
Technological advances have created many ways for
business people to utilize promotional tools, one of which is through the
social media Instagram. However, technological advances still make it easier
for business people to do promotions. The large amount of competition means
that business people have to think twice about choosing influencers who can
attract consumer interest. Influencer comes from the word influence, which
means to influence. An influencer is someone who can help others because of
their talents, this can include opinions, positions, or connections with the
public (Firdani et al., 2023; Hamzah et al., 2022). Influencers
are third parties that largely
influence consumer purchasing decisions. The influencer's popularity and cost
must be considered during the cooperation selection process. Influencers use
their broad reach and credibility to introduce products to their audience and
endorse them, creating exciting and relevant content. Endorsement
is a form of promotional strategy using someone's tools or what is usually
called an endorser to influence individuals or groups (Sari & Saraswati, 2022). Endorsements are
a form of marketing communication to promote products or services to consumers.
The endorsement is when a brand or company asks an influencer to create
marketing content (Karimah et al., 2022).
One
of the famous influencers in Indonesia is Faidil Jaidi. When collaborating,
Fadil Jaidi's team chooses products based on quality and quantity to promote
because this will determine the audience's buying interest.
Figure 1. Fadil Jaidi's Instagram
account profile
(Source:
Fadil Jaidi's Instagram)
Fadil Muhammad Jaidi, also known as Fadil Jaidi, was
born on October 17, 1994, and is an influencer from Bekasi City. Fadil Jaidi is
a funny, creative, friendly, and hardworking person. Currently (7/3/2024), he
has 11.1 million Instagram followers with 1,260 posts and 1,270 accounts he
follows. Since his first appearance on Instagram social media, Fadil Jaidi has
always been in the spotlight of netizens because his endorsement content keeps
netizens entertained. Fadil Jaidi called his followers on Instagram the
"Ghoib Squad." Ghoib's troops play an essential role in Fadil Jaidi's
content so that it quickly gets many viewers and is trending on social media
(Source: Instagram @fadiljaid).
The digital marketing strategy used by Fadil Jaidi is
content marketing. Content marketing is a marketing technique that creates and
shares content to attract and encourage the target market to become consumers (Yusuf et al., 2024). The marketing
strategy approach focuses on valuable, relevant content delivered consistently
to attract attention, retain the audience, and generate the desired costs.
According to research by Lestari and Erawati (2019), increasing brand
competition encourages companies to use effective and efficient communication
program designs to build relationships with consumers and other audiences, so
integration becomes the key to brand communication (brand communication). Choosing
the option to endorse influencers is a brand's way of communicating with
customers and other audiences; Content
Marketing can build relationships with audiences that last. Fadil
Jaidi uses a social media platform, Instagram, to create content marketing.
Many brands collaborate with Fadil Jaidi to promote their products. Humorous
content is content created by Fadil Jaidi to promote a product. Humorous
content in content marketing is currently very effective because it can attract
interest from the audience. Through humorous content, brands can get positive
feedback from the audience and gain brand awareness (Azzahra et al., 2024).
Based on the research background above, the problem
formulation in this research is: (1) How does Fadil Jaidi use the marketing
strategy in advertising products on social media? (2) Can a digital marketing
strategy using humorous gimmicks increase brand awareness of products that
endorse Fadil Jaidi? (3) How does the humorous gimmick content from a Digital
Marketing perspective affect the product promoted by Fadil Jaidi? This research
aims to determine what marketing strategies Fadil Jaidi uses and how to grow brand
awareness of a product endorsed by Fadil Jaidi.
To further support
our research, it is carried outliterature study by reading articles used
as references in our research, including: (1) Friana Amelia, Ibnu Wasiat and
Eka Bertuah in 2022, The influence of digital marketing social media
influencers on the intention to purchase fashion products in the millennial
generation through online customer reviews in Instagram using quantitative
methods and a digital marketing theoretical approach according to Putri and
Marlien, this research has an influence on digital marketing of social media
influencers; (2) Aghnia Dian Lestari, and Dedet Erawati in 2019, Word of Mouth
Communications Process as Promotion Media for Gunung Jati Swadaya University,
Cirebon; (3) Husna Karimah Noor Atkia and Nida Nor Apifah in 2022, The role of
Fadil Jaidi's endorsement in increasing consumer purchasing decisions using
qualitative methods and an endorsement theory approach according to Shindy
Olivia, this research influences Fadil Jaidi's endorsement to increase consumer
purchasing decisions; (4) Syahriah Sari, Syamsuddin and Syahrul in 2021,
Analysis of Brand Awareness and its influence on buying decisions for Toyota
Calya cars in Makassar using quantitative methods and a brand awareness
theoretical approach according to Keller, this research discusses brand
awareness on buying decisions; (5) Ristia Kadiasti and Mukaromah in 2022, AISAS
approach in the Carousel Instagram post as a promotional strategy for the
Ranggawarsita museum using qualitative methods and the AISAS theoretical
approach according to Dentsu,
According to Putri and Marlien (2022), digital
marketing uses the Internet and other interactive technology to create and
connect information in digital transactions. Digital Marketing allows
advertisers to interact directly with buyers regardless of location or time,
reducing errors in communicating directly with consumers Asharudin and Dewi (2021). Digital
marketing refers to the implementation of management and marketing using
electronic media. Digital marketing is information technology that expands and
improves traditional marketing functions in planning and implementing ideas,
concepts, pricing, promotion, and sales (Ong & Hartanto, 2022; Wasiat & Bertuah, 2022).
The marketing model includes the AISAS model.
According to Dentsu Kadiasti and Mukaromah
(2022), AISAS is
(Attention, Interest, Search, Action, Share) which prioritizes consumer attention towards a product, and then interest arises in the form of audience
interest in the product information that is conveyed so that a desire arises to
search for deeper information about
the product. After conducting a search, consumers will make an assessment,
which will ultimately lead to a decision to take purchasing action; the audience's follow-up action
from the search is under the information provided, and audiences share information with other audiences,
which will expand engagement (Prasanti et al., 2023).
Brand awareness is an individual's ability to perceive
and remember the brand of a particular product category and is the primary
dimension of brand equity, according to Keller (Juliana & Sihombing, 2019). According to
Keller (Sari et al., 2021), four indicators
can be used to determine how far the audience is aware of a brand: (1) Recall
how far the audience can remember what brands they remember. A simple brand
name that is easy to pronounce and has a precise meaning can be easily
remembered by the audience; (2) Recognition, namely how much the audience knows
the brand and will fall into a specific audience category; (3) Purchase, namely
how much the audience will include the brand in their choices when buying other
products; (4) Consumption, namely how much the audience can recognize a brand
when using a competing brand.
Research methods
The research method used in this research is
qualitative (Creswell, 2014). This qualitative
research is descriptive and tends to use analysis, process, and meaning, which
are more emphasized in this research method. So, the results of this research
are descriptive analyses in the form of written or spoken words from people or
observed behavior. The data collected was taken from posts from the Instagram
account @fadiljaidi, which will be the subject of this research. It will be
chosen randomly by looking at the number of viewers and the viewers' responses
in the comments column. This research focuses on analyzing the success of the
digital marketing strategy of the content created by Fadil Jaidi to reach his
target audience. This research also focuses on responses and growing brand
awareness of products or brands collaborating with Fadil Jaidi.
To obtain the validity of the data, the researcher
combined three qualitative method data sources: field observations, interviews,
and literature studies. Field observations were conducted through online
interviews with followers and non-followers of the Instagram account
@fadiljaidi with questions related to our research. After getting the
observation results, researchers still needed supporting data for our research,
so an online interview was conducted with Nursyifa Azzahro as F&B business
marketing (food and beverage) and Hanifan Muttaqien as Head of Marketing for
JNE Cirebon regarding Fadil Jaidi's marketing strategy style.
Results and
Discussion
Research result
Based on the
results of the research observations, Instagram is still the social media
platform used and is of interest to research informants. After conducting
research, it was discovered that the average frequency of informants' use of
social media was 3-4 hours a day. From the results of observations, if the
informant finds endorsement content for a product that is still unknown, then
the informant will find out about the product. The informant bought items
recommended by Influencers in the social media content of Instagram accounts
because they were interested in the product's value, how the influencer's
endorsement was delivered or the content delivered by the influencer, and the
affordable price. The gender of the informants from our research is women and
men aged 21-25 years. Informants mainly use Instagram social media to fill
their free time, see the latest information, and communicate with other people.
Of the 4 informants, 2 followed Fadil Jaidi's
Instagram account, and the others did not. The informant knows Fadil Jaidi from
the content he creates on social media, one of which is through the Instagram
application. As someone who does not follow Fadil Jaidi, Ade Rizki Ramdani
believes that the content created by Fadil Jaidi is exciting and entertaining.
Ade chose to watch the content created by Fadil Jaidi until the end of the
video because he was interested, but after seeing the content created by Ade,
he did not search to buy the promoted items. Eminent. From the perspective of a
female informant who does not follow Fadil Jaidi, Euis Dwi Lestari believes
that the content created by Fadil Jaidi has an exciting, funny, and always
creative way of delivering it, then searches for the product being promoted but
does not buy the product.
Furthermore, one of the informants who follows Fadil
Jaidi's Instagram account is Nisa Anisa Pujianti. Nisa has been a follower of
Fadil Jaidi for more than six months. According to Nisa, the content created by
Fadil Jaidi is very interesting, so Nisa chose to watch the content until the
end of the video and, after that, did a search for the product promoted by
Fadil Jaidi; Nisa's following action was gripping. To buy the product.
Furthermore, the male informant named Nu'man Mubarak also follows Fadil Jaidi's
Instagram account. Nu'man Mubarak has only been a follower of Fadil Jaidi for
less than three months. Nu'man saw the content that Fadil Jaidi created because
the content was interesting, and Nu'man also did it. Search for products
promoted by Fadil Jaidi.
After the researchers conducted field observations, in
order to obtain more supportive research results, the following are the results
of the interview according to Nursyifa Azzahro and Hanifan Muttaqien, namely
that the effectiveness of a person's endorsement in a marketing strategy
depends on various factors, including target market, brand image and match
between brand awareness. Fadil Jaidi, as an endorser, has provided added value
to brand awareness so that he has a strong appeal in the eyes of the audience
with his humorous gimmick style. Products that have collaborated with Fadil
Jaidi benefit from the value of popularity, credibility, or conformity with the
values and lifestyle identified with the brand. Considering that Fadil
Jaidi's endorsement style is by the brand image and the values he wants to
convey to the audience.
If the endorsement style is inconsistent with the
brand or causes controversy, then Fadil Jaidi's marketing strategy will be less
effective or even detrimental. However, Fadil Jaidi consistently used his
endorsement style well. It is essential to continuously monitor and evaluate
the effectiveness of the overall marketing strategy, including endorsement
style, through performance analysis and feedback from the target audience and
market. Fadil Jaidi routinely adds new colors to each of his endorsement
styles. Of course, all of this is done with regular evaluations carried out by
Fadil Jaidi's team behind the scenes. So, the endorsement style that Fadil
Jaidi has carried out is presented uniquely and interestingly. Hence, it not
only increases brand awareness and sales but also provides entertainment to the
watching audience. The endorsement style is under the marketing strategy
commonly used by professionals.
Discussion
Application
of AISAS model theory
Based on the
AISAS theory, marketing strategy starts with (attention), attracting the
audience's or potential buyers' attention. The attention in question is when
the public learns about the products promoted by Fadil Jaidi on Instagram. From
the many endorsement advertisements on Instagram, Fadil Jaidi must be able to
make the products he promotes known to the public. Endorsing Fadil Jaidi is a
good step a brand can take to market its products. The target market that Fadil
Jaidi can reach is comprehensive, including adults and even teenagers. Fadil
Jaidi has 11.1 million followers,
which means that attention will be obtained if the product chooses to endorse
Fadil Jaidi.
Figure 2. Product Content
(Source:
Fadil Jaidi's Instagram)
The image above is one of the content with a humorous
gimmick from the Pocari Sweat product promoted by Fadil Jaidi on Instagram. So
far, the video has 1,225,464 likes and 15,743 comments. This data also shows
the Attention received from endorsing Fadil Jaidi.
Figure 3. Likes and comments
(Source:
Fadil Jaidi's Instagram)
Figure 4. Netizen comments
(Source:
Fadil Jaidi's Instagram)
Figure 5. Netizen comments
(Source:
Instagram Pocari Sweat)
The image above shows some of the comments the
researcher made. In the comments on the ad post, Fadil Jaidi's audience was
very entertained; in fact, it is rare for an audience to be very interested in
endorsement content. After seeing the endorsement content, the audience feels
interested in buying this
product because the endorsement advertisement attracts the audience's
attention, so the audience reacts and comments on the @pocariid Instagram
account. The audience searches for the product because the comments on the
@pocariid Instagram account are filled with Fadil Jaidi's followers interested
in buying the product. Then, the audience will take action to buy the product
and provide a review of the product. Not only that, this advertisement was also
well received by the audience and became a widely discussed topic and trending
on social media; many audiences also posted and (shared) Fadil Jaidi's
endorsement advertisement. So, from the research results that have been
researched, it is proven that it is under the AISAS theory, and the content
created by Fadil Jaidi has so far been successful in increasing the audience's
buying interest, thus growing social media brands or products that collaborate
with Fadil Jaidi.
The increase
in Brand Awareness from Fadil Jaidi's digital marketing strategy can be seen
through informants interviewed by researchers who said they carried out
searches and even bought products promoted by Fadil Jaidi. With this strategy,
informants, on their initiative, conducted searches to find out about the
products promoted by Fadil Jaidi and even shared product endorsement content
without being asked. This is through informants and the response to comments in
the Pocari Sweat endorsement content created by Fadil Jaidi. This shows that
they want to buy and are interested in seeing the advertisements created by
Fadil Jaidi.
Conclusion
The strategy
used by Fadil Jaidi in promoting a product is to create endorsement content
with a humorous gimmick inserted into it. The humorous gimmick content used by
Fadil Jaidi is effective for brands that endorse Fadil. This can be seen from
the informants' responses, who stated that every time they see Fadil Jaidi's
content, they are interested in seeing it until it ends. Generally, when making
endorsements, influencers usually use fierce verbal communication so that the
message or information conveyed can be more clearly understood by the audience
who sees it. However, this celebrity named Fadil Jaidi creates endorsement
content using a humorous gimmick. What differentiates Fadil Jaidi from other
influencers who use humorous gimmicks is how Fadil interacts with Pak Muh
(Fadil's father) and often the funny costume gimmick brought by Fadil and his
father when creating endorsement content. By creating marketing content
containing humorous gimmicks, Fadil can make the audience feel like they do not
see endorsement ads because of the interest built through the humor conveyed in
the content he creates. Fadil's content has so far been
successful in increasing brand awareness and also increasing his audience's
buying interest. This
strategy implemented by Fadil effectively anticipates viewers getting all the
endorsement content created by Fadil Jaidi.
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Copyright
holder: Ferry Dwi Nurrochman, Dena Adelia, Layya Aryakhiyah,
Dedet Erawati
(2024) |
First
publication right: Syntax Literate: Jurnal Ilmiah Indonesia |
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