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All Journal Bandung Conference Series: Communication Management
Dalilah Nur Andytha
Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia.
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Kredibilitas Maudy Ayunda Sebagai Brand Ambassador Terhadap Tingkat Brand Awareness E-Commerce Lazada Dalilah Nur Andytha; Ratri Rizki Kusumalestari
Bandung Conference Series: Communication Management Vol. 4 No. 2 (2024): Bandung Conference Series: Communication Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v4i2.12826

Abstract

This study explores the influence of Maudy Ayunda's credibility as a brand ambassador on Lazada's level of brand awareness among Instagram followers. Using a quantitative approach, 271 respondents were selected through random sampling technique. Data was collected through questionnaires and literature studies, then analyzed using simple regression analysis. The results showed that Maudy Ayunda's credibility, expertise, trustworthiness, and attractiveness as a brand ambassador significantly contributed to Lazada's brand awareness. The positive regression coefficient for each variable indicates its positive impact on brand awareness, with a significance value lower than 0.05. This study confirms that the choice of Maudy Ayunda as a brand ambassador has made a significant contribution in increasing Lazada's brand awareness among its followers on Instagram. Penelitian ini mengeksplorasi pengaruh kredibilitas Maudy Ayunda sebagai brand ambassador terhadap tingkat brand awareness Lazada di kalangan pengikut Instagram. Dengan pendekatan kuantitatif, 271 responden dipilih melalui teknik random sampling. Data dikumpulkan melalui kuesioner dan studi pustaka, kemudian dianalisis menggunakan analisis regresi sederhana. Hasil penelitian menunjukkan bahwa kredibilitas, keahlian, keterpercayaan, dan daya tarik Maudy Ayunda sebagai brand ambassador secara signifikan berkontribusi terhadap brand awareness Lazada. Koefisien regresi positif untuk masing-masing variabel menunjukkan dampak positifnya pada brand awareness, dengan nilai signifikansi yang lebih rendah dari 0,05. Penelitian ini mengonfirmasi bahwa pilihan Maudy Ayunda sebagai brand ambassador telah memberikan kontribusi yang signifikan dalam meningkatkan kesadaran merek Lazada di kalangan pengikutnya di Instagram.
Co-Authors Kusumalestari, Ratri Rizki