PENGARUH BRAND AMBASSADOR BABE CABITA DAN DAYA TARIK PESAN IKLAN HUMOR PADA “IKLAN MS GLOW MARSHELL VS BABE CABITA” TERHADAP MINAT BELI PADA PRODUK KOSMETIK MS GLOW

Abstract

Nabila Habsyi. 106118056. The Influence of Brand Ambassador Babe Cabita and the Attractiveness of Humor Advertising Messages in "Ms. Glow Marshell Vs Babe Cabita Ads" Against Purchase Interest Explanative Studies on Ms. Glow's Cosmetic Products.

This study discusses the influence of brand ambassador Babe Cabita and the attractiveness of advertising messages on purchase intention. This study aims to measure how far the effect of Babe Cabita's brand ambassador and the attractiveness of advertising messages on consumer buying interest. The method used is quantitative by taking a purposive sampling sample. This questionnaire was given to millennials aged 24-34 years as many as 100 respondents. This research was analyzed using the AIDA theory. The research results of each variable have a significant effect; 1) Brand Ambassador Babe Cabita has a significant and positive effect on purchase intention; 2) The attractiveness of advertising messages has a significant and positive effect on purchase intention; 3) Brand ambassadors and advertising attractiveness have a simultaneous effect on shopping interest.

Keywords: Brand ambassador, Advertising attractiveness humor, Purchase intention, AIDA Theory