PENGARUH KREDIBILITAS BRAND AMBASSADOR DEDDY CORBUZIER DAN RADITYA DIKA TERHADAP MINAT INVESTASI DI APLIKASI BIBIT

Sabit Nugroho, . (2024) PENGARUH KREDIBILITAS BRAND AMBASSADOR DEDDY CORBUZIER DAN RADITYA DIKA TERHADAP MINAT INVESTASI DI APLIKASI BIBIT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid development of fintech in Indonesia has opened wide access to various investment services, but public participation in the capital market is still low. PT Bibit Grow Bersama is trying to increase investment interest by using brand ambassadors such as Deddy Corbuzier and Raditya Dika, but the differences in the background and characteristics of these two brand ambassadors raise questions about the impact of their credibility on investment interest in the Bibit application. This research aims to analyze how much influence the brand credibility of Ambassadors Deddy Corbuzier and Raditya Dika has on investment interest in the Bibit application using source credibility theory. This research uses a quantitative method by collecting data through a questionnaire filled out by 100 followers of the Instagram account @Bibit.id using a purposive sampling technique. The statistical tests used include normality, linearity, multicollinearity, heteroscedasticity, correlation tests, coefficient of determination tests, multiple linear regression, and hypothesis testing with the help of SPSS software. Based on the results of this research, it can be concluded that the credibility of Deddy Corbuzier and Raditya Dika has a positive influence on investment interest in the Bibit application, with the influence of Raditya Dika's credibility on investment interest being stronger than the influence of Deddy Corbuzier's credibility on investment interest. Keywords: Brand Ambassador credibility, Deddy Corbuzier, Raditya Dika, investment interest, Bibit application.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411182] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Drina Intyaswati] [Penguji 2: Puri Bestari Mardani]
Uncontrolled Keywords: Brand Ambassador credibility, Deddy Corbuzier, Raditya Dika, investment interest, Bibit application
Subjects: H Social Sciences > H Social Sciences (General)
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: SABIT NUGROHO
Date Deposited: 12 Sep 2024 07:06
Last Modified: 12 Sep 2024 07:06
URI: http://repository.upnvj.ac.id/id/eprint/33078

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