The Influence Of The Supporting Celebrity (celebrity Endorser) On The Decision To Choose An Extravaganza Comedy Shows On Residents Of The Medan Journalists Housing Complex

by ADMIN 172 views

The Influence of Supporting Celebrities on the Decision to Choose Extravaganza Comedy Shows: A Study on Residents of the Medan Journalists Housing Complex

Introduction

In the world of entertainment, celebrities play a significant role in promoting various shows and events. Their influence on the audience's decision to watch can be substantial, and understanding this phenomenon is crucial for the entertainment and marketing industry. This study aims to analyze the influence of supporting celebrities, specifically Aming, on the decisions of Medan Journalists' Housing Complex residents in choosing Extravaganza comedy shows. By examining the variables that contribute to this influence, we can gain valuable insights into the factors that drive audience decisions.

Methodology

This study employed a quantitative approach, using a sample of 96 residents from the Medan Journalists Housing Complex, divided into three age groups: under 17 years, between 17 to 35 years, and above 35 years. The sample was obtained through proportionate stratified random sampling methods to ensure representation of each age group. The data was collected from information provided by the local environmental head, which included a total population of around 2,500 people.

Results

The results of this study indicate that two main variables derived from Aming's characteristics as supporting celebrities, namely competence (Expertise/X1) and physical attractiveness (X2), jointly have a positive and significant effect on citizen decisions in choosing Extravaganza comedy shows. However, further analysis revealed that the physical attraction of celebrities (physical attractiveness/X2) has the most dominant influence compared to competency power (Expertise/X1). Meanwhile, the competency power variable does not show a significant effect on watching decisions.

The Role of Physical Attractiveness

The existence of celebrities in an advertisement or television program can indeed affect viewers' decisions. In this context, Aming as a supporting celebrity has a strong appeal. Physical appeal not only makes a person easier to remember, but can also form positive perceptions of the product or spectacle that is promoted. This study shows that the charming physical appearance of Aming is more able to attract attention and affect the interest of the residents of the Medan Journalists Housing Complex compared to his competence as an entertainer.

Emotional Appeal and Involvement

In addition, the presence of Aming in the Extravaganza comedy program brought a fresh and attractive feel for viewers. Skills in comedy and physical attraction create emotional appeal that makes viewers feel closer and involved. In the competitive media world, emotional involvement is an important factor in the decision of watching, and Aming managed to get that attention.

Marketing Implications

This finding shows the importance of the consideration of supporting celebrities in the marketing campaign or television program promotion. Therefore, for program owners or event organizers, choosing celebrities who not only have talent but also strong physical attractiveness can be an effective strategy to increase the number of viewers.

Conclusion

Overall, this research emphasizes that in the context of comedy viewing, the physical attractiveness of celebrities is more influential than competency factors, which provide valuable insight for the entertainment and marketing industry. The decision to watch is not only determined by the quality of content, but also by how the content is packaged through an interesting and popular public figure.

Recommendations

Based on the findings of this study, the following recommendations can be made:

  • Program owners or event organizers should consider choosing celebrities who have a strong physical attractiveness, in addition to their talent and expertise.
  • Marketing campaigns should focus on highlighting the physical appeal of the celebrity, as well as their skills and expertise.
  • The entertainment and marketing industry should recognize the importance of emotional involvement in the decision of watching, and strive to create content that appeals to the audience's emotions.

Limitations

This study has several limitations, including:

  • The sample size was relatively small, and may not be representative of the larger population.
  • The study only examined the influence of Aming as a supporting celebrity, and may not be generalizable to other celebrities or contexts.
  • The study did not examine the long-term effects of the influence of supporting celebrities on audience decisions.

Future Research Directions

Future research should aim to:

  • Examine the influence of supporting celebrities in different contexts, such as drama or sports programs.
  • Investigate the long-term effects of the influence of supporting celebrities on audience decisions.
  • Explore the role of social media in shaping audience perceptions of supporting celebrities.

By addressing these limitations and expanding the scope of the study, future research can provide a more comprehensive understanding of the influence of supporting celebrities on audience decisions.
Frequently Asked Questions: The Influence of Supporting Celebrities on the Decision to Choose Extravaganza Comedy Shows

Q: What is the main finding of this study?

A: The main finding of this study is that the physical attractiveness of supporting celebrities has a more significant influence on audience decisions in choosing Extravaganza comedy shows compared to their competency factors.

Q: Why is physical attractiveness more influential than competency factors?

A: Physical attractiveness is more influential because it creates emotional appeal and makes viewers feel closer and involved. In the competitive media world, emotional involvement is an important factor in the decision of watching.

Q: What are the implications of this study for the entertainment and marketing industry?

A: The implications of this study are that program owners or event organizers should consider choosing celebrities who have a strong physical attractiveness, in addition to their talent and expertise. Marketing campaigns should focus on highlighting the physical appeal of the celebrity, as well as their skills and expertise.

Q: Can you provide some examples of how physical attractiveness can influence audience decisions?

A: Yes, for example, a celebrity with a charming physical appearance can make a product or spectacle more appealing to viewers. Additionally, a celebrity's physical attractiveness can create a fresh and attractive feel for viewers, making them more likely to watch a show or event.

Q: How can the entertainment and marketing industry use this information to create more effective marketing campaigns?

A: The entertainment and marketing industry can use this information to create more effective marketing campaigns by highlighting the physical appeal of the celebrity, as well as their skills and expertise. They can also use social media to create a buzz around the celebrity and the show or event.

Q: What are some potential limitations of this study?

A: Some potential limitations of this study include the relatively small sample size, which may not be representative of the larger population. Additionally, the study only examined the influence of Aming as a supporting celebrity, and may not be generalizable to other celebrities or contexts.

Q: What are some potential future research directions?

A: Some potential future research directions include examining the influence of supporting celebrities in different contexts, such as drama or sports programs. Additionally, researchers could investigate the long-term effects of the influence of supporting celebrities on audience decisions.

Q: How can the findings of this study be applied to real-world marketing campaigns?

A: The findings of this study can be applied to real-world marketing campaigns by highlighting the physical appeal of the celebrity, as well as their skills and expertise. Marketing campaigns can also use social media to create a buzz around the celebrity and the show or event.

Q: What are some potential challenges of using physical attractiveness as a marketing strategy?

A: Some potential challenges of using physical attractiveness as a marketing strategy include the risk of objectifying the celebrity or creating a negative perception of the product or spectacle. Additionally, the strategy may not be effective if the celebrity's physical attractiveness is not aligned with the target audience's preferences.

Q: How can the entertainment and marketing industry balance the use of physical attractiveness with other marketing strategies?

A: The entertainment and marketing industry can balance the use of physical attractiveness with other marketing strategies by highlighting the celebrity's skills and expertise, as well as their physical appeal. They can also use social media to create a buzz around the celebrity and the show or event, while also emphasizing the quality of the content.