Pengaruh Kredibilitas Brand Ambassador Willie Salim Terhadap Citra Merek Shopee Indonesia (Studi Survey Terhadap Followers Akun TikTok Shopee_Id)

Saddam Ikram Maliek, . (2025) Pengaruh Kredibilitas Brand Ambassador Willie Salim Terhadap Citra Merek Shopee Indonesia (Studi Survey Terhadap Followers Akun TikTok Shopee_Id). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

ABSTRACT Shopee is one of the world's largest e-commerce platforms, playing a key role in the online buying and selling industry. Founded by the SEA Group, it has rapidly grown into a digital commerce platform used by millions of people. Brand ambassadors are a crucial strategy in e-commerce to increase consumer interest and shape a company's brand image. This brand image reflects consumers' perceptions of a brand, which relates to the extent to which they like and perceive the benefits of the product (Supriyanto & Ernawaty (2010)). This study aims to find out and analyze the influence of Brand Ambassador Willie Salim's credibility on Shopee Indonesia brand image (Survey Study of Shopee_Id TikTok Followers). The theoru used in this research is the source credibility theory. The method used is explanatory quantitative with data collection techniques through online questionnaires distributed to respondents who meet the research criteria, namely watch the Shopee Indonesia advertisement starring Willie Salim and follow the TikTok account shopee_id with a sample of 100 respondents. The results of this study indicate a strong relationship between the influence of brand ambassador credibility and brand image, with a regression coefficient of 0.567, indicating a positive result. The coefficient of determination test showed a value of 82,4%, and the hypothesis test using the t-test indicated that H1 was accepted and H0 was rejected. Keywords: Brand Ambassador, Brand Image, E-commerce, Shopee, Source Credibility Theory

Item Type: Thesis (Skripsi)
Additional Information: {No. Panggil: 2110411109} {Pembimbing: Ratu Nadya W} {Penguji 1: Windhi Tia Saputra} {Penguji 2: Maria Febiana Christanti}
Uncontrolled Keywords: Brand Ambassador, Brand Image, E-commerce, Shopee, Source Credibility Theory
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: SADDAM IKRAM MALIEK
Date Deposited: 24 Apr 2026 08:16
Last Modified: 24 Apr 2026 08:16
URI: http://repository.upnvj.ac.id/id/eprint/42819

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