Khabibah, Zelda Elsa (2022) The Influence of Brand Ambassador Credibility, Social Media Advertising Perceived Informativeness and Social Media Advertising Perceived Entertainment on Instagram @bliblidotcom towards Intention to Use Blibli as Online Shopping Platform. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Blibli is an Indonesian e-commerce company that has been established for
11 years. Although Blibli has actively and intensely implemented marketing
strategies to compete in the Indonesian e-commerce market, but number of monthly
website visitors has decreased. The Snapcart study also reveals that Blibli is not
included among the three most used e-commerce platforms in Indonesia. This study
aims to determine the influence of brand ambassador credibility, social media
advertising perceived informativeness and social media advertising perceived
entertainment on Instagram @bliblidotcom towards intention to use Blibli as an
online shopping platform.
This study uses the Source Credibility model and Expectancy Value theory
to explain the hypotheses. To determine the sample, this study used a non-probability
sampling technique. The number of samples studied was 256 respondents with the
characteristics of men or women in Indonesia, aged 18-33 years old, who know Blibli's
brand ambassador and have seen Blibli's social media advertising on Instagram
@bliblidotcom. Data analysis was carried out using simple and multiple linear
regression.
The first hypothesis test shows that there is a positive influence of brand
ambassador credibility on intention to use, as evidenced by a significance value of
0.000 (<0.01). Furthermore, significance value of social media advertising
perceived informativeness and social media advertising perceived entertainment on
intention to use is 0.000 (<0.01). Therefore, the second hypothesis test also shows
that there is a positive influence of social media advertising perceived
informativeness and social media advertising perceived entertainment on the
intention to use Blibli as an online shopping platform.
Keywords: Brand Ambassador Credibility, Social Media Advertising
Perceived Informativeness, Social Media Advertising Perceived
Entertainment, Intention to Use, Blibli
NOMOR: 113KOM2022

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