Tren Citayam Fashion Week dan Brand Endorsement di Tiktok

Abstract

This article aims to reveal how the Citayam Fashion Week or CFW trend interests business actors to offer brand endorsements to influencers on social media, Tiktok. The CFW phenomenon has become a hot topic of conversation among the public, making it popular on social media. This has resulted in more and more youth activity content in the form of videos, especially on TikTok which captures young people competing with fashion in the Sudirman area, Jakarta so that it becomes viral or becomes a FYP (For You Page). The CFW phenomenon has led to the emergence of several famous teenagers who have many followers on TikTok, such as Jeje Slebew, Bonge and others. So, various brands then offered endorsements to the CFW youth. This research was conducted to see how the phenomenon of brand endorsement among CFW youth. This research method uses qualitative research with data collection tools in-depth interviews and field observations. The results of the study indicate that a new phenomenon emerged in CFW activities, namely brand endorsement by business actors for CFW youth. On the other hand, business actors also benefit from endorsing CFW youth because with this activity business actors can implement viral marketing strategies in CFW activities.

Keywords: Brand Endorsement; Viral Marketing; ticktock; Citayam Fashion Week

Abstract

Artikel ini bertujuan untuk mengungkapkan bagaimana Tren Citayam Fashion Week atau CFW minat pelaku usaha untuk menawarkan brand endorsement kapada influencer di sosial media, Tiktok. Fenomena CFW menjadi perbincangan hangat masyarakat sehingga jadi populer di media sosial. Hal ini menyebabkan makin banyak konten aktifitas remaja berupa video terutama di TikTok yang mengabadikan anak muda yang beradu fesyen di area Sudirman, Jakarta sehingga menjadi viral atau jadi FYP (For You Page). Fenomena CFW menyebabkan muncul beberapa remaja terkenal dan memiliki banyak follower di TikTok seperti Jeje Slebew, Bonge dan lainnya. Sehingga, berbagai brand kemudian menawarkan endoresement kepada remaja CFW tersebut. Penelitian ini dilakukan untuk melihat bagaimana fenomena brand endorsement di kalangan remaja CFW. Metode penelitian ini menggunakan penelitian kualitatif dengan alat pengumpulan data wawancara mendalam dan observasi lapangan.  Hasil penelitian menunjukkan bahwa munculnya fenomena baru dalam kegiatan CFW yakni brand endorsement yang dilakukan para pelaku usaha terhadap remaja CFW. Di lain pihak, para pelaku usaha juga diuntungkan dengan melakukan endorse terhadap remaja CFW karena dengan adanya kegiatan tersebut para pelaku usaha dapat melaksanakan strategi pemasaran viral marketing dalam kegiatan CFW.

Keywords: Brand Endorsement; Viral Marketing; Tiktok; Citayam Fashion Week