PENGARUH KREDIBILITAS BRAND AMBASSADOR TERHADAP SIKAP KONSUMEN BRAND CELINE (KASUS: LALISA MANOBAN SEBAGAI BRAND AMBASSADOR)

Silma Damayanti, . (2026) PENGARUH KREDIBILITAS BRAND AMBASSADOR TERHADAP SIKAP KONSUMEN BRAND CELINE (KASUS: LALISA MANOBAN SEBAGAI BRAND AMBASSADOR). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

In today’s rapidly growing industrial era, companies are competing to enhance their market strategies with the goal of expanding their business and brand. One of the efforts made is by appointing a Brand Ambassador to represent the brand, in order to broaden consumer reach and elevate brand image. This is exemplified by the brand Celine, which has appointed Lalisa Manoban as their Brand Ambassador in 2020. This study aims to determine whether there is an influence of Brand Ambassador credibility on consument attitudes, using the source credibility theory. The research employs a quantitative approach, explanatory research type, and survey method. Data was collected from a total of 100 respondents, who are users of the Celine brand, through online questionnaires. The collected data were analyzed using simple linear regression, coefficient of determination test, and hypothesis test with the help of SPSS version 31. The results show that the coefficient of determination is 88,1%, indicating that Brand Ambassador credibility has very strong influence on consument attitude. This is supported by the hypothesis test result, with a significant influence between Brand Ambassador credibility and consumer attitudes. It can be concluded that there is a significant and substantial influence between Brand Ambassador credibility and consument attitudes. Keywords: Brand Ambassador credibility, Lalisa Manoban, Celine, Consument Attitude, Source Credibility Theory

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411233] [Pembimbing: Kusumajanti] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Brand Ambassador credibility, Lalisa Manoban, Celine, Consument Attitude, Source Credibility Theory
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: SILMA DAMAYANTI
Date Deposited: 06 Apr 2026 01:20
Last Modified: 06 Apr 2026 01:20
URI: http://repository.upnvj.ac.id/id/eprint/49180

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