STRATEGI KOMUNIKASI ENDORSEMENT FADIL JAIDI DI AKUN INSTAGRAM TERHADAP TINGKAT ONLINE ENGAGEMENT EDISI BRAND REXONA

Instagram social media has now become an alternative media in the field of marketing and promotion. Personally, one can do business through Instagram. Currently, celebgrams are becoming a trend among Instagram users in Indonesia. Being a celebgram must have its own uniqueness to be different from other competing celebgrams in order to get endorsements. In building it, a good communication strategy is needed to survive in the world of celebgrams on Instagram. The method used is qualitative based on field observations and interviews with ten followers of Fadil Jaidi. The results mentioned that Fadil Jaidi successfully uses strong communication strategies, such as familiarity and likeability in the "Pull," expertise and truthworthiness in the "Push," as well as credibility and influence in the "Profile" strategy. This creates high online engagement from his followers, which manifests in a large number of liking, commenting, and sharing of posts.