PENGARUH BRAND AMBASSADOR RAYYANZA MALIK AHMAD TERHADAP BRAND AWARENESS PADA IKLAN HEALTHYWAY KIDS DI INSTAGRAM
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Institusion

Universitas Islam Kalimantan M A B Banjarmasin

Author

Auladiah, Siti

Subject

H Social Sciences (General) 

Datestamp

2026-07-15 05:34:01 

Abstract :
Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador rayyanza malik ahmad terhadap brand awareness pada iklan healthyway kids di instragram. Metode penelitian yang digunakan adalah pendekatan kuantitatif dan instrumen penelitian dengan koesioner yang dianalisis dengan regresi linear sederhana. Hasil analisis menunjukkkan nilai signifikansi signifikansi sebesar 0,001 < 0,050 dan Thitung 6,828 > Ttabel 1,991, sehingga dapat disimpulkan bahwa H1 atau brand ambassador rayyanza malik ahmad berpengaruh signifikan terhadap brand awareness pada iklan healthyway kids di instragram. Selain itu, brand ambassador rayyanza malik ahmad memberikan kontribusi terhadap brand awareness pada iklan healthyway kids di instragram sebesar 66,4%, sedangkan sisanya 33,6% dipengaruhi dari variabel lain yang tidak dimasukkan dalam penelitian ini.\r\n\r\n\r\n\r\nThis study aims to determine the influence of brand ambassador Rayyanza Malik Ahmad on brand awareness in Healthyway Kids advertisements on Instagram. The research method used is a quantitative approach, with data collected through questionnaires and analyzed using simple linear regression. The analysis results show a significance value of 0.001 < 0.050 and a t-count of 6.828 > t-table of 1.991, thus it can be concluded that H1, or the brand ambassador Rayyanza Malik Ahmad, has a significant influence on brand awareness in Healthyway Kids advertisements on Instagram. In addition, the brand ambassador Rayyanza Malik Ahmad contributes 66.4% to brand awareness in Healthyway Kids advertisements on Instagram, while the remaining 33.6% is influenced by other variables not included in this study.