Kualitas Konten sebagai Moderator Pengaruh Media Instagram dan Brand Ambassador Skintific

https://doi.org/10.35912/sakman.v5i1.4100
Published: Jul 10, 2025

Abstract:

Purpose: This study aims to examine the role of content quality as a moderation variable in social media variables and brand ambassadors to Skintific product brand awareness.

Methodology/approach: This study uses a quantitative approach with a causal research design. The sampling technique uses purposive sampling with a sample of 100 people. Data were collected via a Google Form questionnaire and analyzed using SmartPLS version 3.3.

Results/findings: The results of the study are as follows: social media variables affect brand awareness of Skintific products, brand ambassadors influence brand awareness of Skintific products, content quality is able to strengthen the influence of social media on brand awareness of Skintific products and content quality is able to strengthen the influence of brand ambassadors on brand awareness of Skintific products.

Conclusion: Content quality significantly strengthens the impact of social media and brand ambassadors on brand awareness, maximizing the effectiveness of digital marketing on consumer perceptions.

Limitations: This research also has limitations in the coverage of the area focused on the city of Bandar Lampung; therefore, future similar research can expand the scope of the research area to obtain better results.

Contribution: Companies pay more attention and strive to maintain and increase brand awareness or consumer brand awareness of products so that consumers make the brand their first choice when they want to buy products.

Keywords:
1. Brand Ambassadors
2. Brand Awareness
3. Content Quality
4. Skintific
5. Social Media
Authors:
1 . Mega Sihombing
2 . Febriansyah Febriansyah
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How to Cite
Sihombing, M., & Febriansyah , F. . (2025). Kualitas Konten sebagai Moderator Pengaruh Media Instagram dan Brand Ambassador Skintific . Studi Akuntansi, Keuangan, Dan Manajemen, 5(1), 101–113. https://doi.org/10.35912/sakman.v5i1.4100
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Vol. 5 No. 1 (2025): Juli
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References

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  1. Andinadewi, K. K., & Putri, K. Y. S. (2022). Pengaruh Komunikasi Pemasaran Akun Twitter @Lemonilo Terhadap Brand Awareness Lemonilo. JCommsci - Journal Of Media and Communication Science, 5(2), 126–135. https://doi.org/10.29303/jcommsci.v5i2.145
  2. Ellitan, L., Rosari, A. De, & Kristanti, M. M. (2022). Analasis pengaruh instagram terhadap purchase intention melalui brand awareness dan brand trust pada starbucks surabaya. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 4(10), 4740–4748. https://doi.org/10.32670/fairvalue.v4i10.1757
  3. Fitrianna, H., & Aurinawati, D. (2020). Pengaruh Digital Marketing Pada Peningkatan Brand Awareness Dan. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 3, 409–418.
  4. Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness. Insight Management Journal, 2(3), 110–118. https://doi.org/10.47065/imj.v2i3.200
  5. Hariyanto, R. C., & Wijaya, A. (2022). Pengaruh Brand Ambassador, Brand Image dan Brand Awareness terhadap Purchase Decision. Jurnal Manajerial Dan Kewirausahaan, 4(1), 198. https://doi.org/10.24912/jmk.v4i1.17192
  6. Irawan, A., & Misbach, I. (2020). Pengaruh viral marketing dan endorser terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening. Management and Business Review, 4(2), 112–126. https://doi.org/10.21067/mbr.v4i2.5182
  7. Lestari, V. W., & Nurhadi. (2023). Pengaruh Brand Ambassador dan Tagline Terhadap Brand Awareness Shopee Indonesia di Surabaya. Jurnal Administrasi Bisnis, 13(1), 9–16. https://doi.org/10.35797/jab.13.1.9-16
  8. Natsir, M., Rasul, N. M., & Khair, A. U. (2022). Analisis Pengaruh Unsur-Unsur Komunikasi Terhadap Brand Awareness Pada Media Marketing Youtube. JIMEA: Jurnal Ilmiah MEA, 6(2), 1315–1335. https://journal.stiemb.ac.id/index.php/mea/article/view/2126
  9. Nina Halimatu Salamah, Diana Triwardhani, H. N. (2021). Pengaruh Social Media Marketing Terhadap Brand Awareness Pada E-Commerce Hijup. KORELASI (Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi), 2, 249–269.
  10. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1189
  11. Pangestoe, & Purwianti. (2022). Analisa Pengaruh Brand Image , Celebrity Endorser , Attitude , Trust , dan Brand Awareness terhadap Purchase Intention Pada Fashion Sportwear di Kota Batam. SEIKO (Jurnal of Management and Business, 5(1), 137–155. https://doi.org/10.37531/sejaman.v5i1.1674
  12. Paramitha, H., & Doho, Y. D. B. (2021). Pengaruh Konten Instagram Ads @Luxebarbershop Terhadap Peningkatan Brand Awareness. Journal of Research on Business and Tourism, 1(2), 119. https://doi.org/10.37535/104001220213
  13. Rahma, H., & Hariyana, N. (2023). Penggunaan Digital Marketing terhadap Peningkatan Brand Awareness PT Produk Zilla Akademi Indonesia. Jurnal Pengabdian Kepada Masyarakat Nusantara, 4(3), 1821–1828. https://doi.org/10.55338/jpkmn.v4i3.1211
  14. Rosyadi, A. (2021). Peran Brand Ambassador Terhadap Minat Beli Melalui Brand Awareness. Jurnal Manajemen Dan Bisnis Performa, 18(3), 20–31. https://doi.org/10.29313/performa.v18i3.7943
  15. Sofiani, S. (2020). Pengaruh Sosial Media Terhadap Brand Awareness Amaris Hotel. Kepariwisataan: Jurnal Ilmiah, 14(02), 53–61. https://doi.org/10.47256/kepariwisataan.v14i02.19
  16. Sri Yunan Budiarsi, Monica Adjeng Erwita, & Jessica Netanya Siregar. (2021). Pengaruh Social Media Marketing, Brand Awareness, Dan Brand Image Terhadap Brand Loyalty Pada J&T Express Di Surabaya. Majalah Ekonomi?: Telaah Manajemen, Akuntansi Dan Bisnis, 26(2), 54–66. https://doi.org/10.36456/majeko.vol27.no2.a4738
  17. Sukma, B., & Rivaldo, R. (2022). Pengaruh Tagline Terhadap Brand Awareness Pada Software Invoice Paper.Id. Jurnal Pustaka Komunikasi, 5(1), 15–24. https://doi.org/10.32509/pustakom.v5i1.1705
  18. Sutariningsih, N. M. A., & Widagda K, I. G. N. J. A. (2023). Peran Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Purchase Intention. E-Jurnal Manajemen Universitas Udayana, 12(3), 145. https://doi.org/10.24843/ejmunud.2021.v10.i02.p03
  19. Swimbawa, M. K., & M. Lemy, D. (2023). Pengaruh Social Media Marketing terhadap Brand Awareness, Brand Image dan Brand Loyalty Pesona Indonesia. Bulletin of Community Engagement, 3(2), 239. https://doi.org/10.51278/bce.v3i2.968