Pengaruh Brand Ambassador “Sabrina Chairunnisa” dan “Deddy Corbuzier” Terhadap Minat Beli Jiwater di Instagram

Abstract

This study aims to analyze the influence of brand ambassadors on consumer purchase intention through social media. In the digital marketing era, social media has become the primary means of building brand communication and consumer engagement. The product studied is a drinking water product that uses public figures associated with a healthy lifestyle as part of its marketing strategy. This study uses the VisCAP theory and the AIDA model and applies a quantitative approach with a survey method on 120 respondents following the Instagram account @Jiwaterartesian. The study population was 65,029 followers who were selected using a purposive sampling technique with the criteria of domiciled in JABODETABEK. The results show that the brand ambassador variable has a significant influence on the purchase intention variable. This influence is seen through indicators of visibility, credibility, attractiveness, and power that can drive attention, interest, desire, and even the tendency to buy. These findings support previous literature regarding the effectiveness of brand ambassadors in influencing consumer behavior, while also emphasizing the importance of social media-based marketing communication strategies in shaping consumer perceptions and decisions.