PENGARUH KREDIBILITAS BRAND AMBASSADOR HEARTS2HEARTS TERHADAP MINAT BELI PRODUK BARENBLISS (Survei pada Followers Tiktok @barenbliss_id)

Fani Mursaila Irawan, . (2026) PENGARUH KREDIBILITAS BRAND AMBASSADOR HEARTS2HEARTS TERHADAP MINAT BELI PRODUK BARENBLISS (Survei pada Followers Tiktok @barenbliss_id). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The use of K-pop idols as brand ambassadors has increasingly been adopted as a marketing strategy. Barenbliss is a global cosmetics brand that implements this strategy by appointing the K-pop idol group Hearts2Hearts as its brand ambassador. This study aims to examine the influence of Hearts2Hearts as a brand ambassador on purchase intention toward Barenbliss products. Source credibility theory serves as the theoretical foundation of this study and comprises three main dimensions: trustworthiness, expertise, and attractiveness. This study employed a quantitative approach using a purposive sampling technique. Data were collected by distributing questionnaires to followers of the TikTok account @barenbliss_id who met the research criteria. The results indicate that Hearts2Hearts’ credibility as a brand ambassador has a positive and significant influence on purchase intention toward Barenbliss products, with a very strong correlation. These findings are consistent with source credibility theory, demonstrating that Hearts2Hearts’ trustworthiness, expertise, and attractiveness as a brand ambassador can encourage audience attention, interest, desire, and conviction in forming purchase intention toward Barenbliss products. Therefore, it can be concluded that brand ambassador credibility influences purchase intention toward Barenbliss products.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411021] [Pembimbing: Ratu Nadya Wahyuningratna] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Brand ambassador, Brand Ambassador Credibility, Marketing Communication, Purchase Intention, 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: FANI MURSAILA IRAWAN
Date Deposited: 26 Aug 2026 04:54
Last Modified: 26 Aug 2026 04:54
URI: http://repository.upnvj.ac.id/id/eprint/53663

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