Hubungan Kredibilitas Maudy Ayunda dengan Minat Beli Produk Oatside: Studi Korelasional Kredibilitas Maudy Ayunda sebagai Brand Ambassador dengan Minat Beli Followers Akun TikTok @oatside.id terhadap Produk Oatside

Alifa Numa Zahira
Harmoni: Jurnal Ilmu Komunikasi dan Sosial 📅 2026 Vol 3, No 4 🔗 DOI: 10.59581/harmoni-widyakarya.v3i4.5748
Abstract
Oatside as one of the local oat drink brands chose Maudy Ayunda as a brand ambassador to strengthen the product's image among TikTok users. The selection of public figures who have a positive reputation, academic achievements, and intellectual image is expected to be able to increase consumer trust in products. However, the effectiveness of the credibility of a public figure in influencing the buying interest of the audience still needs to be tested empirically. This study aims to determine the relationship between Maudy Ayunda's credibility as a brand ambassador and the interest of TikTok account @oatside.id followers to Oatside products. The research uses a quantitative approach with a correlational method and is based on the Theory of Source Credibility which includes three main dimensions, namely expertise, trustworthiness, and attractiveness. The research sample amounted to 99 respondents who were followers of the TikTok account @oatside.id and were obtained using a simple random sampling technique. Data analysis was carried out descriptively and inferentially through the Spearman Rank correlation test to find out the relationship between variables. The results of the study show that Maudy Ayunda's credibility has a significant and positive relationship with the buying interest of followers with a moderate level of relationship, so that the credibility of brand ambassadors plays an important role in digital marketing strategies through social media.
Keywords
Brand Ambassador; Buying Interest; Credibility; Social Media; TikTok
How to Cite

Alifa Numa Zahira (2026). Hubungan Kredibilitas Maudy Ayunda dengan Minat Beli Produk Oatside: Studi Korelasional Kredibilitas Maudy Ayunda sebagai Brand Ambassador dengan Minat Beli Followers Akun TikTok @oatside.id terhadap Produk Oatside. Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(4). https://doi.org/10.59581/harmoni-widyakarya.v3i4.5748

Alifa Numa Zahira, "Hubungan Kredibilitas Maudy Ayunda dengan Minat Beli Produk Oatside: Studi Korelasional Kredibilitas Maudy Ayunda sebagai Brand Ambassador dengan Minat Beli Followers Akun TikTok @oatside.id terhadap Produk Oatside," Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 4, 2026.

Alifa Numa Zahira. "Hubungan Kredibilitas Maudy Ayunda dengan Minat Beli Produk Oatside: Studi Korelasional Kredibilitas Maudy Ayunda sebagai Brand Ambassador dengan Minat Beli Followers Akun TikTok @oatside.id terhadap Produk Oatside." Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 4, 2026.

Alifa Numa Zahira. "Hubungan Kredibilitas Maudy Ayunda dengan Minat Beli Produk Oatside: Studi Korelasional Kredibilitas Maudy Ayunda sebagai Brand Ambassador dengan Minat Beli Followers Akun TikTok @oatside.id terhadap Produk Oatside." Harmoni: Jurnal Ilmu Komunikasi dan Sosial 3, no. 4 (2026).

Alifa Numa Zahira (2026) 'Hubungan Kredibilitas Maudy Ayunda dengan Minat Beli Produk Oatside: Studi Korelasional Kredibilitas Maudy Ayunda sebagai Brand Ambassador dengan Minat Beli Followers Akun TikTok @oatside.id terhadap Produk Oatside', Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(4). doi: 10.59581/harmoni-widyakarya.v3i4.5748.

Alifa Numa Zahira. Hubungan Kredibilitas Maudy Ayunda dengan Minat Beli Produk Oatside: Studi Korelasional Kredibilitas Maudy Ayunda sebagai Brand Ambassador dengan Minat Beli Followers Akun TikTok @oatside.id terhadap Produk Oatside. Harmoni: Jurnal Ilmu Komunikasi dan Sosial. 2026;3(4).

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