Dampak Celebrity Endorser terhadap Brand Awareness Oreo di Kalangan Followers Akun Instagram @bpforblinkeu

Abstract

This study examines how celebrity endorser Blackpink influences Oreo brand awareness among followers on the Instagram account @bpforblinkeu. The method used in this study is a quantitative method using the grand theory Hierarchy of Effect Model. The researcher determined the population using the Slovin formula with a margin of error of 5%. In this calculation, a sample of 400 respondents was obtained. The study's results showed that celebrity endorser Blackpink influenced Oreo brand awareness positively and significantly among Instagram followers @bpforblinkeu. The study showed that the calculation results for R Squared were 0.534, where it can be seen that the influence was 53.4%, while 46.6% was influenced by other variables outside this study.

Keywords: Celebrity Endorser, Blackpink, Brand Awareness, Oreo, Followers, Instagram