PENGARUH ENDORSER TERHADAP KINERJA ORGANISASI (SURVEI PADA INDUSTRI KULINER PENGGUNA FOOD BLOGGER @dunia_kulinerbdg)

Abstract

ABSTRACTIn this digital era, the marketing strategy is one of the main keys to the success of the company. Activities in the virtual world is not a stranger anymore today. Selection of proper marketing strategy will help the company achieve its goals and improve company performance. One of the marketing strategies that can be done is endorsement. This research was conducted by surveying the culinary industry in social media instagram. Culinary industry is an industry that contributes a significant contribution to the city Gross Domestic Product (GDP). These conditions describe the soaring performance of the culinary industry in Bandung, because Bandung currently known as the city of culinary. Culinary diversity that exist in Bandung became one of the many culinary attractions worth visiting. The sample on this research is a restaurant or cafe that has been conducting endorsement by food bloggers @dunia_kulinerbdg with 35 sample. By using regression analysis, the result indicate that endorser variable have a significant and positive effect on organizational performance variables by 61%. It means that if the endorser are going well it will enchance organizational performance. Keywords: marketing strategy, endorser, performance, organizational performance