?url_ver=Z39.88-2004&rft_id=2116031024&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=+%0D%0APENGARUH+IKLAN+%23GOPLUMPCHALLENGE+INNISFREE%0D%0ATERHADAP+TRUSTWORTHINESS+JANG+WONYOUNG+SEBAGAI+%0D%0ABRAND+AMBASSADOR+(STUDI+PADA+FOLLOWERS+AKUN+TIKTOK%0D%0A%40INNISFREEINDONESIA)+&rft.creator=Diah+%2C+Ayu+Permata&rft.subject=300+Ilmu+sosial&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.subject=324+Proses+politik&rft.description=Brand+ambassador+semakin+populer+dalam+strategi+pemasaran+digital%2C+terutama+%0D%0Amelalui+platform+TikTok.+Media+sosial+memungkinkan+brand+ambassador+untuk%0D%0Aberinteraksi+langsung+dengan+audiens+dan+mempengaruhi+persepsi+konsumen.%0D%0AKepercayaan+konsumen+terhadap+figur+publik+yang+menjadi+wajah+sebuah+brand%0D%0Amerupakan+faktor+penting+dalam+keberhasilan+kampanye+pemasaran.+Penelitian+ini%0D%0Adilakukan+dengan+tujuan+untuk+mengetahui+dan+menganalisis+seberapa+besar%0D%0Apengaruh+iklan+%23GoPlumpChallenge+Innisfree+terhadap+trustworthiness+Jang%0D%0AWonyoung+sebagai+brand+ambassador+melalui+studi+pada+followers+akun+TikTok%0D%0A%40innisfreeindonesia.+Teori+yang+digunakan+dalam+penelitian+merupakan+teori%0D%0AElaboration+Likelihood+Model+(ELM).+Pendekatan+yang+digunakan+adalah%0D%0Akuantitatif+dengan+metode+survei.+Teknik+pengumpulan+data+dilakukan+melalui%0D%0Apenyebaran+kuesioner+kepada+100+responden+yang+merupakan+followers+akun%0D%0ATikTok+%40innisfreeindonesia.+Data+yang+terkumpul+kemudian+dianalisis%0D%0Amenggunakan+software+IBM+SPSS+Statistics+versi+25.+Hasil+penelitian+menunjukkan%0D%0Abahwa+terdapat+pengaruh+positif+dan+signifikan+antara+iklan+%23GoPlumpChallenge%0D%0Aterhadap+trustworthiness+Jang+Wonyoung.+Hasil+uji+t+menunjukkan+nilai+t%0D%0Ahitung%0D%0A%0D%0Asebesar+6%2C107+%3E+t%0D%0Atabel+%0D%0A1%2C984+dengan+signifikansi+0%2C000+(p+%3C+0%2C05).+Nilai+koefisien%0D%0Adeterminasi+(R%C2%B2)+sebesar+0%2C276+menunjukkan+bahwa+iklan+menyumbang+27%2C6%25%0D%0Aterhadap+pembentukan+trustworthiness+Jang+Wonyoung+sebagai+brand%0D%0Aambassador.+Berdasarkan+hasil+tersebut%2C+dapat+disimpulkan+bahwa+iklan+digital%0D%0Amelalui+TikTok+efektif+dalam+membangun+kepercayaan+konsumen+terhadap+brand%0D%0Aambassador.+%0D%0A%0D%0AKata+Kunci%3A+Brand+Ambassador%2C+Elaboration+Likelihood+Models+(ELM)%2C+Iklan%0D%0A%23GoPlumpChallenge%2C+Jang+Wonyoung%2C+Trustworthiness++%0D%0A%0D%0ABrand+ambassadors+are+becoming+increasingly+popular+in+digital+marketing%0D%0Astrategies%2C+particularly+through+the+TikTok+platform.+Social+media+channel+enables%0D%0Abrand+ambassadors+to+interact+directly+with+audiences+and+influence+consumer%0D%0Aperceptions.+Consumer+trust+in+public+figures+who+represent+a+brand+is+a+crucialfactor+in+the+success+of+marketing+campaigns.+This+study+aims+to+examine+and%0D%0Aanalyze+the+extent+to+which+the+%23GoPlumpChallenge+advertisement+by+Innisfreeinfluences+the+trustworthiness+of+Jang+Wonyoung+as+a+brand+ambassador%2C+based+on%0D%0Aa+case+study+of+followers+of+the+TikTok+account+%40innisfreeindonesia.+The+study%0D%0Aemploys+the+Elaboration+Likelihood+Model+(ELM)+as+its+theoretical+framework+and%0D%0Aadopts+a+quantitative+approach+using+a+survey+method.+Data+were+collected+throughquestionnaires+distributed+to+100+respondents+who+follow+the+%40innisfreeindonesiaTikTok+account.+The+collected+data+were+then+analyzed+using+IBM+SPSS+Statisticsversion+25.+The+results+indicate+a+positive+and+significant+influence+of+the%23GoPlumpChallenge+advertisement+on+the+perceived+trustworthiness+of+Jang%0D%0AWonyoung.+The+t-test+results+show+a+t-value+of+6.107%2C+which+is+greater+than+thecritical+t-table+value+of+1.984%2C+with+a+significance+level+of+0.000+(p+%3C+0.05).+Thecoefficient+of+determination+(R%C2%B2)+is+0.276%2C+indicating+that+the+advertisement%0D%0Aaccounts+for+27.6%25+of+the+variance+in+the+trustworthiness+of+Jang+Wonyoung+as+abrand+ambassador.+Based+on+these+findings%2C+it+can+be+concluded+that+digitaladvertising+through+TikTok+is+effective+in+building+consumer+trust+toward+brandambassadors.+%0D%0AKeywords%3A+Brand+Ambassador%2C+Elaboration+Likelihood+Model+(ELM)%2C%0D%0A%23GoPlumpChallenge+Advertisement%2C+Jang+Wonyoung%2C+Trustworthiness+&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-06-02&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88778%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88778%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F88778%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Diah+%2C+Ayu+Permata++(2025)++PENGARUH+IKLAN+%23GOPLUMPCHALLENGE+INNISFREE+TERHADAP+TRUSTWORTHINESS+JANG+WONYOUNG+SEBAGAI+BRAND+AMBASSADOR+(STUDI+PADA+FOLLOWERS+AKUN+TIKTOK+%40INNISFREEINDONESIA).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F88778%2F