Keterlibatan selebriti dalam rekomendasi produk merupakan suatu hal yang menarik untuk diteliti. Dukungan selebriti adalah strategi komunikasi pemasaran umum untuk membangun citra merek dan kesadaran merek. Penelitian ini mencoba menganalisis factor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti. Penelitian ini memiliki empat variabel yaitu celebrity endorser, advertisement, brand image, dan brand awareness. Sampel dalam penelitian ini adalah 293 konsumen produk X. Metode analisis dalam penelitian ini adalah analisis partial least squares (PLS). Hasil penelitian menyatakan bahwa seluruh hipotesis signifikan. Terdapat pengaruh celebrity endorser terhadap brand image, terdapat pengaruh advertisement terhadap brand image, terdapat pengaruh brand image terhadap brand awareness, terdapat pengaruh celebrity endorser terhadap brand awareness yang dimediasi oleh brand image, dan terdapat pengaruh advertisement terhadap brand awareness yang dimediasi oleh brand image. Hasil penelitian ini sangat berguna dalam analisis faktor yang mempengaruhi brand awareness dengan mengikutsertakan keterlibatan selebriti
This study is significant for the local five star hotels in Indonesia to identify the needs of human resource improvements especially to face the ASEAN Economic Community. In tourism industry, especially in Hotel Industry, the quality of HR is very crucial since employees face customers in daily life. This research is focused on five star local hotel and the samples are taken from five star local hotels in Jakarta with comparison of international five star hotel. To be more comprehensive, this research as well takes on tourism high school in Jakarta. As five stars hotels, customers are varying from their intention to stay and their nationalities. Therefore, employees are strongly needed to speak fluent English so that they can serve the customers well. However, based on the interview with local five star hotel, only limited employee can speak English and therefore it is needed to have English training as one of the priorities in every hotel. Secondly in it founded that tourism high school as the source of potential employee have done many training and focus on skills for its students and the allocation of time for English skill cannot be maximize since the curriculum of the school on government regulation.
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