The Influence of Brand Ambassador Deddy Corbuzier and Raditya Dika's Credibility on Investment Interest in the Bibit Application
Keywords:
Bibit Application, Investment Interest, Fintech, Credibility, Brand AmbassadorAbstract
The rapid growth of fintech in Indonesia has expanded access to investment services, but public participation in the capital market is still low. Bibit is trying to increase investment interest by using brand ambassadors such as Deddy Corbuzier and Raditya Dika, but the differences in the background and characteristics of these two brand ambassadors raise questions about the impact of their credibility on investment interest in the Bibit application. This research examines how the brand credibility of Deddy Corbuzier and Raditya Dika influences investment interest using source credibility theory. This research uses a quantitative method by collecting data through a questionnaire filled out by 100 followers of the Instagram account Bibit.id using a purposive sampling technique. The statistical tests used include normality, linearity, multicollinearity, heteroscedasticity, correlation tests, coefficient of determination tests, multiple linear regression, and hypothesis testing with the help of SPSS software. Based on the results of this research, it can be concluded that the credibility of Deddy Corbuzier and Raditya Dika has a positive influence on investment interest in the Bibit application, with the influence of Raditya Dika's credibility on investment interest being stronger than the influence of Deddy Corbuzier's credibility on investment interest.
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