The Influence of Blackpink as Oreo Brand Ambassador on ConsumerPurchase Interest: Survey of Oreo Instagram Followers@oreo_indonesia

Abstract

A brand ambassador is one of the artists chosen by the company to represent the company's products. The
use of brand ambassadors is considered effective because it can increase consumer buying interest in a
product. Therefore, researchers are interested in examining whether there is an influence of using
Blackpink as an Oreo brand ambassador on consumer purchasing interest. This research aims to measure
and explain the influence of Blackpink as the Oreo brand ambassador on consumers' purchasing interest in
Oreo X Blackpink. The research method used is quantitative research with a variant of the survey method
on followers on Instagram @oreo_indonesia. From a population of 99,000 Oreo Instagram followers, a
sample of 100 people was taken. The sample was determined using a non-probability sampling technique,
namely purposive sampling (consideration sample) using the Yamane formula. The instrument used was a
questionnaire. The data analysis techniques used are correlation coefficient analysis, coefficient of

determination analysis, and simple linear regression analysis. To test the hypothesis, use the t-test and f-
test. The research results showed that there is a significant influence between Blackpink as the Oreo Brand

Ambassador of 20% on Consumer Purchase Interest, while the other 80% is influenced by other factors.