PENGARUH KREDIBILITAS BRAND AMBASSADOR JKT48 TERHADAP MINAT BELI KONSUMEN KIN YOGURT (Survei pada Pengikut Instagram @kindairyid)

Abigail Febriannie, . (2026) PENGARUH KREDIBILITAS BRAND AMBASSADOR JKT48 TERHADAP MINAT BELI KONSUMEN KIN YOGURT (Survei pada Pengikut Instagram @kindairyid). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

In the midst of competition in the increasingly tight digital marketing world, every brand will have a strategy to improve the products they offer. Choosing to use public figures as brand ambassadors to promote products is the right way to attract public attention. KIN Yogurt is a famous healthy drink product in Indonesia, one of its brand ambassadors is JKT48. KIN Yogurt and JKT48 collaborate to promote KIN products on Instagram social media @kindairyid. This research aims to measure how much influence the credibility of JKT48 brand ambassador has on the purchase interest of KIN Yogurt consumers (Survey on Instagram followers @kindairyid). The method in this research is a quantitative approach with data collection techniques is the distribution of questionnaires with the Taro Yamane formula. The research results found that the credibility of JKT48 brand ambassador's contribution to the purchase interest of KIN Yogurt consumers was 61.9%. This finding is in line with the Source Credibility Theory (Source Credibility Theory) which states that messages can run effectively if the source's credibility level is high. So the higher the credibility of JKT48 which includes trust, attractiveness and expertise, the higher the interest in buying KIN Yogurt consumers.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411029] [Pembimbing: Puri Bestari Mardani] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Credibility, brand ambassador, buying interest, consumer, communication digital marketing
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: ABIGAIL FEBRIANNIE
Date Deposited: 27 Aug 2026 07:34
Last Modified: 27 Aug 2026 07:34
URI: http://repository.upnvj.ac.id/id/eprint/51942

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