Pengaruh Kredibilitas Selebriti Manohara Terhadap Sikap Pada Merek Finally Found You Bagi Pengikut Instagram @finallyfoundyou - Aulia Hasanah (Lembaga Riset dan Pengabdian Masyarakat Institut Bisnis Nusantara, 2026)
This study aims to determine the influence of celebrity credibility of Manohara on brand attitude toward Finally Found You among followers of Instagram @finallyfoundyou. This research is motivated by the development of social media, which encourages businesses to utilize celebrities or influencers as marketing communicators in building emotional relationships with consumers. This study employed a quantitative approach using an associative explanatory survey method. Data were collected through questionnaires distributed to 100 respondents who were followers of the Instagram account @finallyfoundyou using purposive sampling techniques. Data analysis was conducted using correlation tests, simple linear regression, determination tests, and hypothesis testing with the assistance of SPSS version 30. The results showed that celebrity credibility has a positive and significant influence on brand attitude, with a correlation coefficient value of 0.823 and a significance value of 0.000 < 0.05. The regression test results indicate that every one-unit increase in celebrity credibility increases brand attitude by 1.102 units. In addition, the coefficient of determination test revealed that celebrity credibility contributed 82.1% to brand attitude, while the remaining percentage was influenced by other factors outside this study. Therefore, it can be concluded that Manohara’s celebrity credibility has a significant and positive effect on the brand attitude toward Finally Found You. Keywords: Celebrity Credibility, Brand Attitude, Social Media, Influencer, Finally Found You Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas selebriti Manohara terhadap sikap pada merek Finally Found You bagi pengikut Instagram @finallyfoundyou. Penelitian ini dilatarbelakangi oleh perkembangan media sosial yang mendorong pelaku usaha memanfaatkan selebriti atau influencer sebagai komunikator pemasaran untuk membangun hubungan emosional dengan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei eksplanatif asosiatif. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang merupakan pengikut akun Instagram @finallyfoundyou dengan menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan uji korelasi, regresi linear sederhana, determinasi, dan uji hipotesis dengan bantuan SPSS versi 30. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara kredibilitas selebriti terhadap sikap pada merek dengan nilai koefisien korelasi sebesar 0,823 dan nilai signifikansi 0,000 < 0,05. Hasil uji regresi menunjukkan bahwa setiap peningkatan satu satuan kredibilitas selebriti akan meningkatkan sikap pada merek sebesar 1,102 satuan. Selain itu, hasil uji determinasi menunjukkan bahwa kredibilitas selebriti memberikan kontribusi sebesar 82,1% terhadap sikap pada merek, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian, dapat disimpulkan bahwa kredibilitas selebriti Manohara berpengaruh signifikan dan positif terhadap sikap pada merek Finally Found You. Kata Kunci: Kredibilitas Selebriti, Sikap Pada Merek, Media Sosial, Influencer, Finally Found You.