PRAMANA, ANTONIA RACHEL SEKAR DEWI (2024) EXPLORING CONSUMERS’ RESPONSES TO ADVERTISING THAT CHALLENGES BEAUTY IDEALS THROUGH BRAND AMBASSADOR: ANALYSIS OF AUDIENCE RECEPTION TOWARD PANTENE INDONESIA’S BYE#RAMBUT CAPEK, HELLO #RAMBUTKERECHARGED YOUTUBE AD WITH CELEBRITY ENDORSER KEANU ANGELO. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.