Hubungan Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan Gosend: Studi Korelasional Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan GoSend di Kalangan Followers Instagram @gosendindonesia

Hana Priscilla
Harmoni: Jurnal Ilmu Komunikasi dan Sosial 📅 2025 Vol 3, No 4 🔗 DOI: 10.59581/harmoni-widyakarya.v3i4.5943
Abstract
This research aims to examine the relationship between the credibility of brand ambassador Ariel Noah and brand awareness of GoSend services among Instagram followers @gosendindonesia.  The background of this research is based on the increasing use of brand ambassadors as a communication strategy for marketing digital services via social media.  The credibility of brand ambassadors in this research is measured through three dimensions, namely expertise, trustworthiness and attractiveness, using the Source Credibility Theory proposed by Hovland et al.  (1953).  The research method used was quantitative with a correlational approach, through a questionnaire survey distributed to 93 respondents following Instagram @gosendindonesia.  The research results show that Ariel Noah's expertise has a positive and significant relationship with GoSend brand awareness with a correlation coefficient of 0.454 (medium category).  Trustworthiness also shows a positive and significant relationship with a correlation coefficient value of 0.407 (medium category).  Meanwhile, attractiveness has a positive and significant relationship with brand awareness, but with a low level of relationship with a correlation coefficient of 0.385.  These findings show that brand ambassador credibility has an important role in building brand awareness of GoSend services through social media.
Keywords
Brand Ambassador; Brand Awareness; Digital Services; Social Media; Source Credibility
How to Cite

Hana Priscilla (2025). Hubungan Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan Gosend: Studi Korelasional Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan GoSend di Kalangan Followers Instagram @gosendindonesia. Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(4). https://doi.org/10.59581/harmoni-widyakarya.v3i4.5943

Hana Priscilla, "Hubungan Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan Gosend: Studi Korelasional Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan GoSend di Kalangan Followers Instagram @gosendindonesia," Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 4, 2025.

Hana Priscilla. "Hubungan Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan Gosend: Studi Korelasional Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan GoSend di Kalangan Followers Instagram @gosendindonesia." Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 4, 2025.

Hana Priscilla. "Hubungan Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan Gosend: Studi Korelasional Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan GoSend di Kalangan Followers Instagram @gosendindonesia." Harmoni: Jurnal Ilmu Komunikasi dan Sosial 3, no. 4 (2025).

Hana Priscilla (2025) 'Hubungan Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan Gosend: Studi Korelasional Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan GoSend di Kalangan Followers Instagram @gosendindonesia', Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(4). doi: 10.59581/harmoni-widyakarya.v3i4.5943.

Hana Priscilla. Hubungan Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan Gosend: Studi Korelasional Kredibilitas Brand Ambassador Ariel Noah dengan Brand Awareness Layanan GoSend di Kalangan Followers Instagram @gosendindonesia. Harmoni: Jurnal Ilmu Komunikasi dan Sosial. 2025;3(4).

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