Devita, Nona (2023) Gaya Komunikasi Endorser Sumatera Pada Produk Fashion. Other thesis, Universitas Islam Riau.

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Abstract

The development and progress of a technology is no longer only in terms of communication, but the use of information technology in the business and economic fields as well as using social media platforms. Instagram social media has become a platform that is widely used as a forum for promoting a product or service by using celebrities or influencers as celebrity endorsers. Each endorser uses a communication style to promote a product. There are 6 communication styles in question, namely The Equalitarian Style, The Structuring Style, The Controlling Style, The Relinguishing Style, The Dynamic Style, and The Withdrawal Style. Therefore the purpose of this study is to determine the communication style of Sumatran endorsers in promoting fashion products. This study used a descriptive qualitative method which was carried out using observation, interviews and documentation techniques. The subjects in this study were endorsers from Sumatra in each province, who were selected using a purposive sampling technique. The results of this study are that celebgrams in Sumatra carry out endorsements by utilizing Instagram social media and are more dominant using The Controlling Style, The Structuring Style, The Equalitarian Style, and The Relinguishing Style communication styles.

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