p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 4, No. 9 September 2023 http://jist.publikasiindonesia.id/

Doi: 10.36418/jist.xxxx.xxx 1272

THE EFFECTIVENESS OF ARIEL NOAH REPRESENTATION AS GOJEK'S

BRAND AMBASSADOR FOR GOJEK'S SOCIAL MEDIA

Rindina Hundura, Silfia, Zubyan Chaudhary

LSPR Institute of Communication and Business Jakarta, Indonesia

Email: [email protected]

, [email protected]

*Correspondence

ARTICLE INFO

ABSTRACT

Accepted

: 02-08-2023

Revised

: 14-09-2023

Approved

: 25-09-2023

In addition to analyzing the relationship between age, gender, and

frequency of use of the Gojek application in the user's perception of Ariel

Noah as the Gojek application brand ambassador, this study aims to

describe the percentage of respondents' positive responses to Ariel Noah

as the brand ambassador of the Gojek application. A total of 300

respondents were chosen at random to complete an online survey. Data

were descriptively analyzed to determine the percentage of respondents

who thought favorably of Ariel Noah as the brand ambassador for the

Gojek application and to examine the relationship between age, gender,

and frequency of Gojek usage in users' opinions of Ariel Noah as the

application's brand ambassador. The findings revealed that 77% of the

respondents were interested in Ariel Noah's role as a Gojek brand

ambassador and had a favorable opinion of his ability to promote Gojek

services. The results of the chi-square correlation test indicated that the

factors of age, gender, and frequency of application use were significant

at 0.561, 0.485, and 0.000, respectively. The conclusion that can be

drawn from this research is that 77% of respondents have an interest in

and a positive view of Ariel Noah as a Gojek brand ambassador and his

influence in promoting Gojek services. In the Chi-square test, it was

found that there was no relationship between the age and gender

variables on the views of Ariel Noah's users as the brand ambassador for

the Gojek application. There is a relationship between the frequency of

using the application and the opinions of users of Ariel Noah as the brand

ambassador for the Gojek application.

Keywords: Brand Ambassador;

Gojek Application;

Quantitative; Chi-Square Test;

Ariel Noah.

Introduction

Every company is impacted by the emergence of a dynamic business environment.

Product innovation and technological advancement are two elements that have a big

impact on business growth. Thus, to promote a more competitive organization, pre-

selected superior strategies are frequently insufficient and the selection and formulation

of new strategies are required (Farida & Setiawan, 2022). The number of internet users

in Indonesia has increased by 17%, or up to 25 million people. In addition, there were

17.1 million internet users in Indonesia in 2019; this represents a 10.2% annual growth

rate or an additional 27 million users. In Indonesia, the number of internet users is rising

in tandem with the size of the online economy.

Companies are competing to use social media as one of their marketing tactics due

to the rapid growth of technology and social media. Gojek, a well-known on-demand

service provider in Indonesia, serves as one illustration. Gojek's mission is to quickly and

creatively address the issues facing the Indonesian people. Gojek offers transportation

The Effectiveness Of Ariel Nola’s Representation As Gojek's Brand Ambassador For Gojek's

Social Media

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1273

services and other services to make users' daily activities more comfortable. Gojek, whose

full name is PT Aplikasi Karya Anak Bangsa, has social media profiles on several

websites, including Instagram, YouTube, Twitter, and Tiktok. The type of engagement

offered by each of these platforms varies. Every social networking site has unique

qualities. The context of use, user activity, and marketing can all be used to understand

this character in both proactive and reactive ways (Lin & Rauschnabel, 2016).

As the social media brand ambassador for the Gojek app, Gojek Possibilities works

with Ariel Noah. Brand ambassadors must be persuasive communicators who can connect

with their target audience. A product's appealing design and high level of product

expertise can create a positive first impression and consumer trust. As a result, well-

known celebrities or significant figures who are well-known to the public on a national

or international level are picked to be brand ambassadors. Because celebrities and public

personalities possess these crucial indications, consumers prefer to trust and be interested

in them as brand ambassadors who can affect consumer purchase decisions.

With the help of social media platforms like Instagram and Youtube, the company

(Gojek) can reach its target demographic by using star artists as brand ambassadors (Ariel

Noah). Using social media as a platform for marketing can be successful (Fellanny &

Paramita, 2023). Using famous people as brand ambassadors can improve brand

perception and affect customer buying behavior. Consumer trust in a brand is significantly

influenced by celebrities who act as brand ambassadors (Lutfhia, 2023). Target audience-

specific marketing messages must be provided through efficient methods. Good

marketing communications can affect consumer buying behavior and raise brand

awareness (Natsir, Rasul, & Khair, 2022). According to (Ryan & Johan, 2022), "Impact

Of Influencer Endorsement, Brand Ambassador, Brand Image, And Brand Awareness On

Purchase Decision (A Case Study Of Erigo Brand)," brand awareness and brand image

have a positive and significant impact on purchasing decisions, while influencer

endorsements and brand ambassadors have a positive but minor impact. The issue

surfaces. How does Gojek's online reputation result from Ariel Noah's influence as a

brand ambassador? Has Gojek's selection of Ariel Noah as their brand ambassador been

successful and lucrative? By examining several factors, including popularity, customer

trust, and the attractiveness of a product, we will explore public perceptions of Ariel Noah

as Gojek's brand ambassador on social media in this paper (Rahmaniar et al., 2023).

This study aims to describe the percentage of respondents' positive responses to

Ariel Noah as the brand ambassador for the Gojek application and to analyze the

relationship between age, gender, and frequency of use of Gojek in the user's view of

Ariel Noah as the brand ambassador for the Gojek application. A similar study was

conducted by Andriana & Setiono (2011) entitled "The Effectiveness of the Ariel Noah

Version of Go Instant Ads @Gosenindonesia Using the Epic Model," which stated that

the Ariel Noah version of the Go Instant Go Send advertisement was considered adequate.

The differences between this research are the research objectives, the variables studied,

and the different data analysis techniques. In addition, similar research was conducted by

Syahidah & Rachmi (2021) entitled "The Influence of Brand Ambassadors and Brand

Rindina Hundure, Silfia, Zubyan Chaudary

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1274

Image on Purchase Decisions at Tokopedia". Based on the results of the study, the

variables brand ambassador and brand image have a partial or simultaneous effect on

purchasing decisions at Tokopedia. The difference between this research and this research

is from the application under study. This research uses the Tokopedia application, while

this research focuses on the Gojek application. The benefit of researching Ariel Noah's

role as Gojek's brand ambassador on social media is to provide an overview of the positive

views of society that companies can use to determine the success of Gojek's marketing

strategy, primarily through social media.

Research Methods

This study uses quantitative analysis by conducting an online survey of Gojek

consumers to determine the level of trust and influence of brand ambassadors on their

purchasing decisions. Quantitative research focuses on evaluating and quantifying factors

to produce findings. It entails the use of numerical data and statistical tools to analyze that

data to provide answers to queries like who, how much, what, where, when, how many,

and how. It also describes how to obtain facts in numerical form to explain a problem or

phenomenon (Apuke, 2017). A total of 300 respondents were randomly selected to fill

out an online questionnaire. The Guttman scale questionnaire consists of 10 statement

items containing aspects of attractiveness, expertise, trust, and strength. The formulation

of indicators can be seen in Table 2 below.

Table 2.

Aspects of Positive Response to Brand Ambassadors

Attraction

Skill

Trust

Strength

I am using the Gojek

app because I am

interested in Ariel

Noah, who serves as a

brand ambassador for

Gojek.

Ariel Noah conveyed

information on the

advantages of using

the Gojek application

properly

Ariel Noah made

me believe and

believe in the

information

conveyed about the

Gojek application

Ariel Noah

reflects a

dynamic, modern,

and bold soul

Ariel Noah has an

attraction that makes

me want to watch an ad

he stars in

Ariel Noah was able

to convey the features

of the Gojek

application well

Ariel Noah made

me believe and

believe in using the

Gojek application

Ariel Noah has an

exciting charisma

that influenced me

to use the Gojek

application

The Effectiveness Of Ariel Nola’s Representation As Gojek's Brand Ambassador For Gojek's

Social Media

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1275

The information and

programs conveyed

by Ariel Noah were

accessible for me to

understand

Ariel Noah has an

exciting charisma

that influences me

to access and open

the Gojek

application

frequently

The data were analyzed descriptively to see the percentage of respondents positive

views of Ariel Noah as the brand ambassador for the Gojek application and analyzed

using the chi-square correlation test to see the relationship between age, gender, and

frequency of use of Gojek on users' views of Ariel Noah as the brand ambassador for the

Gojek application. The hypothesis in this research is as follows:

H0: There is no significant correlation between age, gender, and frequency of using

Gojek on the views of users of Ariel Noah as the brand ambassador for the Gojek

application

Ha: There is a significant correlation between age, gender, and frequency of using

Gojek on the views of users Ariel Noah as the brand ambassador for the Gojek application

The chi-square test is used to determine whether there is a correlation between non-

numeric variables that are often used in statistical studies. The specific purpose of the chi-

square test is to test the hypothesis that there is no correlation between two or more

groups, populations, or criteria, and to test the extent to which the distribution of observed

data matches the expected distribution. The requirements that must be met before

conducting the chi-square test are as follows: Observed and expected observations should

be collected at random, all members (or items) in the sample must be independent, none

of the groups must contain very few items (less than 10), and the number of respondents

must be large enough (minimum 50) (Turhan, 2020).

Data obtained from the Chi-Square correlation test were then interpreted by

comparing the chi-square values obtained with the chi-square table values (with a

significance level of 5%) and by comparing the significance values obtained. The

interpretation of the Chi-Square correlation test can be seen in Table 3.

Table 3. Interpretation of Chi-Square Outputs

Hypothesis

Chi-Square Value

Chi-Square Significance

Ha was rejected

Chi-square table < chi-

square calculated

Significance of chi-square <

0,05

Ha accepted

Chi-square table > chi-

square calculated

Significance of chi-square >

0,05

Results and Discussion

Rindina Hundure, Silfia, Zubyan Chaudary

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1276

In this study, data findings were obtained from 300 respondents who had filled out

a questionnaire containing 10 statement items which were then analyzed descriptively to

see the percentage of respondents positive responses to Ariel Noah as the brand

ambassador for the Gojek application.

Figure 1. Percentage of Respondents' Views of Ariel Noah as the Gojek Application

Brand Ambassador

Data was collected and analyzed, the results showed that as much as 77% of

respondents (can be seen in Figure 1) have a favorable view of Ariel Noah as a Gojek

brand ambassador and his influence in promoting Gojek services. and as many as 23% of

respondents (can be seen in Figure 1) have an unfavorable view of Ariel Noah as the

Gojek brand ambassador and his influence in promoting Gojek services.

Figure 2. Percentage of Respondents' Views of Ariel Noah as the Gojek Application

Brand Ambassador in Each Aspect

Figure 2 shows a graph of the percentage of respondents' positive responses to each

aspect. There are four aspects used in Ariel Noah's measurement as Gojek's brand

ambassador and his influence in promoting Gojek's services. These aspects include

aspects of attractiveness, expertise, trust, and strength.

In terms of attractiveness, 77% of respondents said they used the Gojek application

because they are interested in Ariel Noah who serves as Gojek's brand ambassador

besides that Ariel Noah has an attraction that makes respondents want to watch the

advertisements he stars in. The second aspect is expertise. The following percentages are

The Effectiveness Of Ariel Nola’s Representation As Gojek's Brand Ambassador For Gojek's

Social Media

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1277

related to Ariel Noah's expertise as a brand ambassador. As many as 76% of respondents

stated that Ariel Noah was able to convey information about the advantages of using the

Gojek application well, Ariel Noah was able to convey the features of the Gojek

application well and the information and programs conveyed by Ariel Noah were easy

for respondents to understand.

In terms of trust, 78% of respondents stated that Ariel Noah could make respondents

believe and have confidence in the information conveyed about the Gojek application and

Ariel Noah made respondents confident in using the Gojek application. Finally, in terms

of strength, 76% stated that Ariel Noah reflects a dynamic, modern, and courageous soul.

In addition, Ariel Noah has an interesting charisma that influences respondents to use the

Gojek application. Ariel Noah also has an interesting charisma that makes respondents

often access and open the Gojek application.

Table 4. Respondents' Views Based On Age Towards Ariel Noah As gojek’s Brand

Ambassador

Respondent Age

Respondents' Views

Total

Not Significant

Significant

≤ 18 Years Old

19-30 Years Old

106

113

30-50 Years Old

≥ 51 Years Old

Total

287

300

Table 4 shows the number of respondents' views based on age towards Ariel Noah

as the Gojek brand ambassador. A total of 85 respondents aged less than or equal to 18

years were asked to give their views on Ariel Noah as the Gojek brand ambassador. The

results show that 2 respondents aged less than or equal to 18 years have an insignificant

view of Ariel Noah as a Gojek brand ambassador. Meanwhile, as many as 83 respondents

aged less than or equal to 18 years had a significant view of Ariel Noah as a GoJek brand

ambassador.

A total of 113 respondents aged between 19 and 30 years were asked to give their

views on Ariel Noah as the Gojek brand ambassador. The results show that 7 respondents

aged between 19 and 30 years have an insignificant view of Ariel Noah as the Gojek

brand ambassador. Meanwhile, as many as 106 respondents aged between 19 to 30 years

have a significant view of Ariel Noah as a GoJek brand ambassador.

A total of 113 respondents aged between 30 and 50 years were asked to give their

views on Ariel Noah as a GoJek brand ambassador. The results show that as many as 2

respondents aged between 30 to 50 years have an insignificant view of Ariel Noah as a

Gojek brand ambassador. Meanwhile, as many as 62 respondents aged between 19 to 30

years have a significant view of Ariel Noah as a GoJek brand ambassador.

Rindina Hundure, Silfia, Zubyan Chaudary

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1278

A total of 38 respondents aged more than or equal to 51 years were asked to give

their views on Ariel Noah as the Gojek brand ambassador. The results show that 2

respondents aged more than or equal to 51 years have an insignificant view of Ariel Noah

as a Gojek brand ambassador. Meanwhile, as many as 36 respondents aged more than or

equal to 51 years had a significant view of Ariel Noah as a GoJek brand ambassador. So

that a total of 300 respondents aged between ≤ 18 years to ≥ 51 years were asked to give

their views on Ariel Noah as the Gojek brand ambassador. The results show that 13

respondents have an insignificant view of Ariel Noah as a Gojek brand ambassador and

as many as 287 have a significant view of Ariel Noah as a Gojek brand ambassador.

Table 5. Respondents' Views Based On Gender Towards Ariel Noah As gojek’s Brand

Ambassador

Gender of

Respondents

Respondents' Views

Total

Not Significant

Significant

Female

182

189

Male

105

111

Total

287

300

Table 5 shows the number of respondents' views based on gender towards Ariel

Noah as the Gojek brand ambassador. A total of 189 female respondents were asked to

give their views on Ariel Noah as the Gojek brand ambassador. The results show that 7

female respondents have an insignificant view of Ariel Noah as a Gojek brand

ambassador. A total of 182 female respondents have a significant view of Ariel Noah as

a Gojek brand ambassador.

A total of 111 male respondents were asked to give their views on Ariel Noah as a

Gojek brand ambassador. The results show that 6 male respondents have an insignificant

view of Ariel Noah as the Gojek brand ambassador. As many as 105 female respondents

have a significant view of Ariel Noah as a Gojek brand ambassador.

So that a total of 300 male and female respondents were asked to give their views on Ariel

Noah as the Gojek brand ambassador. The results show that 13 respondents have an

insignificant view of Ariel Noah as a Gojek brand ambassador and as many as 287 have

a significant view of Ariel Noah as a Gojek brand ambassador.

Table 6. Respondents' Views Based On Application Usage Frequency/day Towards

Ariel Noah As gojek’s Brand Ambassador

Respondents' Views

Total

The Effectiveness Of Ariel Nola’s Representation As Gojek's Brand Ambassador For Gojek's

Social Media

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1279

Application Usage

Frequency/ day

Not Significant

Significant

0-1 time

107

120

2-3 time

4-5 time

> 6 time

Total

287

300

Table 6 shows the number of respondents' views based on application usage

frequency/day of Ariel Noah as the Gojek brand ambassador. As many as 120 respondents

who used the Gojek application 0-1 times/day gave their views on Ariel Noah as the

Gojek brand ambassador. The results show that 13 respondents have an insignificant view

of Ariel Noah as the Gojek brand ambassador. As many as 107 respondents have a

significant view of Ariel Noah as a Gojek brand ambassador.

A total of 91 respondents who used the Gojek application 2-3 times/day gave their

views on Ariel Noah as the Gojek brand ambassador. The results show that there are no

respondents who have insignificant views of Ariel Noah as the Gojek brand ambassador.

This means that as many as 91 respondents have a significant view of Ariel Noah as the

Gojek brand ambassador.

As many as 58 respondents who used the Gojek application 4-5 times/day gave their

views on Ariel Noah as the Gojek brand ambassador. The results show that there are no

respondents who have insignificant views of Ariel Noah as the Gojek brand ambassador.

This means that as many as 58 respondents have a significant view of Ariel Noah as a

Gojek brand ambassador.

As many as 31 respondents who used the Gojek application more than 6 times/day gave

their views on Ariel Noah as the Gojek brand ambassador. The results show that there are

no respondents who have insignificant views of Ariel Noah as the Gojek brand

ambassador. This means that as many as 31 respondents have a significant view of Ariel

Noah as a Gojek brand ambassador.

Table 7. Output and Interpretation of the Chi-Square Correlation Test

Variable

Table Chi-

Square Values

Calculated Chi-

Square Value

Significance

(2-sided)

Interpretation

Respondent Age

7,815

2,053

0,561

Ha rejected

Gender of

Respondents

3,842

0,488

0,485

Ha rejected

Application Usage

Frequency

7,815

20,383

0,000

Ha accepted

Table 7 is the result of the Chi-Square correlation test. Outputs are obtained in the

form of calculated chi-square values and significance for the variable respondent age,

Rindina Hundure, Silfia, Zubyan Chaudary

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1280

gender of respondents, and application usage frequency. The calculated chi-square value

obtained is then compared with the chi-square value in the table. While the significance

value obtained is then compared with a significance value of 0.05.

The calculated chi-square value for the respondent age variable is 2.053. This value

is then compared with the chi-square value in the table at df 3 with a significance of 5%

which is equal to 7.815. In addition, the significance value obtained is 0.561 or this value

is greater than 0.05. The chi-square calculated value is smaller than the chi-square table

value and the significance value is greater than 0.05 indicating that the alternative

hypothesis is rejected. So it can be concluded that there is no significant correlation

between the age of Gojek application users and the views of Ariel Noah users as the brand

ambassador of the Gojek application.

In the variable gender of respondents, the calculated chi-square value is 0.488. This

value is then compared with the chi-square value in the table at df 1 with a significance

of 5% which is equal to 3.842. In addition, the significance value obtained is 0.485 or this

value is greater than 0.05. The chi-square calculated value is smaller than the chi-square

table value and the significance value is greater than 0.05 indicating that the alternative

hypothesis is rejected. So it can be concluded that there is no significant correlation

between the gender of the Gojek application user and the views of Ariel Noah as the

Gojek application's brand ambassador.

In the last variable, namely application usage frequency, the calculated chi-square

value is 20.383. This value is then compared with the chi-square value in the table at df 3

with a significance of 5% which is equal to 7.815. In addition, the significance value

obtained is 0.00 or this value is less than 0.05. The calculated chi-square value which is

greater than the chi-square table value and the significance value which is less than 0.05

indicates that the alternative hypothesis is accepted. So it can be concluded that there is a

significant correlation between the application usage frequency of Gojek application

users and the views of Ariel Noah's users as the Gojek application's brand ambassador.

The research results show that Ariel Noah's presence as a brand ambassador for

Gojek has been effective in increasing the company's social media activity. This positive

impact can be seen from the increase in the number of likes, comments, and other

interactions on Gojek's social media posts. In addition, interviews with Gojek social

media users also confirmed that Ariel Noah's presence has had a positive impact on the

company's image and reputation. PT. Gojek Indonesia actively maintains participation

while keeping a regular schedule for material updates. Customers actively comment on

services, raise complaints, ask questions about products, offer suggestions, ask how to

collaborate with the firm and support all of its initiatives on social media. The success of

the business may be impacted by keeping consumer contact through regular content

updates on social media (Imron, Wardani, & Rokhmawati, 2018).

We also found that the presence of brand ambassadors such as Ariel Noah can

provide added value for companies, such as increasing brand awareness and user

engagement with the brand. This is especially important for companies that want to

expand their reach and build better relationships with their customers. The use of

The Effectiveness Of Ariel Nola’s Representation As Gojek's Brand Ambassador For Gojek's

Social Media

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1281

influencers as brand ambassadors can provide many benefits for companies, such as

increasing brand awareness and user engagement. However, companies must also

consider several challenges in selecting the right influencer for their brand (Sembiluh &

Sulistiadi, 2022).

The study's findings show that the respondents' ages do not significantly influence

users' perceptions of Ariel Noah as a Gojek brand ambassador. This study supports

research (Putra, 2018) which claims that age has a detrimental effect on customer

behavior. Age-related changes in a person's demands and preferences are inevitable.

Marketers must be aware of variations in buying intentions linked to the human life cycle

since the stages of the family life cycle impact purchases. Another finding of this survey

is that there is no connection between the respondents' gender and how users perceive

Ariel Noah as a Gojek brand ambassador. According to Syahbandi (2012), if gender has

no bearing on customers' perceptions of a brand as created by brand ambassadors, this is

because of advances and changes in consumer behavior patterns.

Users' perceptions of Ariel Noah as a Gojek brand ambassador significantly

correlate with how frequently they use the Gojek app. Accordingly, respondents

interested in Ariel Noah as a Gojek brand ambassador will use the Gojek app more

frequently (regarding product consumption). Customers must be influenced and

persuaded to utilize a brand, and brand ambassadors guide customers through every step

of the decision-making process (Situmorang & Herdiansyah, 2022). This study supports

that of (Rozalia & Hs, 2020), who found that brand ambassadors can impact both the

perception of a brand and consumers' purchasing decisions. The likelihood of a consumer

using a product (application) increases with the brand ambassador's perceived value

(Waluyo & Suwitho, 2022). The brand image the ambassador has created will affect the

consumer's choice to utilize the product. Brand ambassadors have the power to affect

electronic advertising word-of-mouth, according to (Sadrabadi, Saraji, & MonshiZadeh,

2018). Developing a brand image and improved brand awareness can strengthen this

efficacy.

In the case of Gojek, the presence of Ariel Noah as a brand ambassador has been

effective in increasing the company's social media activity. However, the fact of

influencers alone is not enough to build a successful brand on social media. Companies

must also pay attention to content strategy and interaction with users to build solid and

sustainable relationships with their customers (Kusumaningrum & Santoso, 2023).

Conclusion

The conclusion that can be drawn from this research is that 77% of respondents

have an interest in and a positive view of Ariel Noah as a Gojek brand ambassador and

his influence in promoting Gojek services. In the Chi-square test, it was found that there

was no relationship between the age and gender variables on the views of Ariel Noah's

users as the brand ambassador for the Gojek application. There is a relationship between

the frequency of using the application and the opinions of users of Ariel Noah as the brand

ambassador for the Gojek application. The presence of Ariel Noah as Gojek's brand

Rindina Hundure, Silfia, Zubyan Chaudary

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1282

ambassador can increase consumer interest in the Gojek application. Respondents who

have an interest in Ariel Noah as a Gojek brand ambassador will also use the Gojek

application (product consumption) more often.

The Effectiveness Of Ariel Nola’s Representation As Gojek's Brand Ambassador For Gojek's

Social Media

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1283

Bibliography

Apuke, Oberiri Destiny. (2017). Quantitative research methods: A synopsis approach.

Kuwait Chapter of Arabian Journal of Business and Management Review,

33(5471), 1–8.

Farida, Ida, & Setiawan, Doddy. (2022). Business strategies and competitive advantage:

the role of performance and innovation. Journal of Open Innovation: Technology,

Market, and Complexity, 8(3), 163. https://doi.org/10.3390/joitmc8030163

Fellanny, Putri, & Paramita, Sinta. (2023). Analisis Digital Branding pada Media Sosial

Akun Instagram. Prologia, 7(1), 189–197. https://doi.org/10.24912/pr.v7i1.21303

Imron, Ahmad Syaifulloh, Wardani, Niken Hendrakusma, & Rokhmawati, Retno Indah.

(2018). Analisis Pengaruh Pemasaran Media Sosial Terhadap Loyalitas Konsumen:

Studi Pada Transportasi Online (Go-Jek Indonesia). Jurnal Pengembangan

Teknologi Informasi Dan Ilmu Komputer, 2(9), 2570–2578.

Kusumaningrum, Ajeng Rachmawati, & Santoso, Budi. (2023). ANALISIS IKLAN

SHOPEE TERHADAP MINAT BELI KONSUMEN DI MARKETPLACE. Jurnal

Bisnis Dan Manajemen, 3(3), 403–412.

Natsir, Muhammad, Rasul, Najmuddin M., & Khair, Andi Ummul. (2022). Analisis

Pengaruh Unsur-Unsur Komunikasi Terhadap Brand Awareness Pada Media

Pemasaran Youtube. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA),

6(2), 1315–1335. https://doi.org/10.31955/mea.v6i2.2126

Putra, Frengki Kriswardana. (2018). Pengaruh Shopping Lifestyle, Usia Dan Gender

Terhadap Impulse Buying Produk Fashion (Survey Pada Konsumen Produk

Fashion Di Malang Town Square (Matos). Manajemen Bisnis, 6(1).

https://doi.org/10.22219/jmb.v6i1.5383

Rahmaniar, Anastasya, Syahirah, Alya Nahdah, Tiara, Annisa, Abimayu, Arimbi,

Vanchudsi, Athira, Prameswari, Aurellia Dewi, Safitri, Azmie, Ramadhea,

Danashya Mumpuni, Dewana, Dhimas Cakra, & Haryani, Dian. (2023). Bunga

Rampai Isu-isu Komunikasi Kontemporer 2023. PT Rekacipta Proxy Media.

Rozalia, Handayani Rinuastuti, & Hs, Rusminah. (2020). Pengaruh Brand Ambassador

Terhadap Citra Merek dan Keputusan Pembelian Produk Sepatu Nike di Kota

Mataram. Jurnal Distribusi, 8(2), 149–162.

Ryan, Russel, & Johan, Suwinto. (2022). Impact of influencer endorsement, brand

ambassador, brand image, and brand awareness on purchase decision (a case study

of Erigo brand). Proceeding of the International Conference on Family Business

and Entrepreneurship, 3(1).

Sadrabadi, Alireza Naser, Saraji, Mahyar Kamali, & MonshiZadeh, Mohammad. (2018).

Evaluating the role of brand ambassadors in social media. Journal of Marketing

Management and Consumer Behavior, 2(3), 54–70.

Rindina Hundure, Silfia, Zubyan Chaudary

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1284

Sembiluh, Dhini, & Sulistiadi, Wahyu. (2022). Analisis Implementasi Pemasaran Digital

di Rumah Sakit pada Pandemi COVID-19: Literatur Review. Media Publikasi

Promosi Kesehatan Indonesia (MPPKI), 5(3), 224–232.

https://doi.org/10.56338/mppki.v5i3.2135

Situmorang, Silvia Betrice, & Herdiansyah, Haris. (2022). Brand Ambassadors’ Influence

on Brand Image and Consumer Purchasing Decisions. Expose: Jurnal Ilmu

Komunikasi, 5(1), 64–80. https://doi.org/10.33021/exp.v5i1.1589

Turhan, Nihan Sölpük. (2020). Karl Pearson’s Chi-Square Tests. Educational Research

and Reviews, 16(9), 575–580.

Waluyo, Rizky Kharis, & Suwitho, Suwitho. (2022). Pengaruh Sales Promotion, Brand

Ambassador Dan Brand Image Terhadap Keputusan Pembelian Produk Di

Tokopedia. Jurnal Ilmu Dan Riset Manajemen (JIRM), 11(12).