Pengaruh Peserta Clash of Champions sebagai Influencer Marketing terhadap Brand Awareness Program STYLE Schoters

Abstract

Pesatnya pertumbuhan wisata edukasi mendorong Schoters meluncurkan program STYLE dan memanfaatkan peserta Clash of Champions sebagai influencer marketing untuk meningkatkan brand awareness. Penelitian ini bertujuan menganalisis persepsi followers terhadap influencer dan brand awareness program STYLE, serta menguji pengaruh influencer marketing terhadap brand awareness. Menggunakan pendekatan kuantitatif dengan 100 responden followers @schoters.exchange dan analisis SEM-PLS, hasil menunjukkan bahwa seluruh dimensi influencer marketing berpengaruh positif signifikan terhadap brand awareness. Dimensi paling dominan adalah kesamaan, yang mencerminkan pentingnya relevansi nilai dan gaya komunikasi antara influencer dan audiens. Disarankan agar STYLE memilih influencer yang memiliki karakteristik serupa dengan target pasar, membagikan kisah inspiratif yang relatable, serta memperkuat eksposur melalui retargeting, kampanye offline, dan kompetisi konten dari pengguna.

The rapid growth of educational tourism encouraged Schoters to launch the STYLE program and utilize Clash of Champions participants as marketing influencers to increase brand awareness. This study aims to analyze followers' perceptions of influencers, measure brand awareness of the STYLE program, and test the influence of influencer marketing on brand awareness. Using a quantitative approach with 100 respondents of @schoters.exchange followers and SEM-PLS analysis, the results show that all dimensions of influencer marketing have a significant positive effect on brand awareness. The most dominant dimension is similarity, which reflects the importance of value relevance and communication style between influencers and audiences. It is recommended that STYLE choose influencers who have similar characteristics to the target market, share relatable inspirational stories, and strengthen exposure through retargeting, offline campaigns, and content competitions from users.