PENGARUH TERPAAN IKLAN DAN BRAND AMBASSADOR MAUDY AYUNDA DI TIKTOK TERHADAP FREKUENSI PEMBELIAN SUSU NABATI OATSIDE (Studi Pada Followers Instagram @MaudyAyunda)

This study aims to determine the influence of advertising exposure and the presence of Maudy Ayunda as a brand ambassador on TikTok toward the purchase frequency of Oatside plant-based milk among the followers of the Instagram account @MaudyAyunda. The research employs a quantitative approach using a survey method, in which questionnaires were distributed to 100 respondents. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 22. The findings show that, partially, advertising exposure has a positive and significant effect on purchase frequency, indicated by a t-value of 4.754 > t-table value of 1.984 and a significance value of 0.000 < 0.05. Similarly, the Maudy Ayunda brand ambassador variable also has a positive and significant effect, with a t-value of 4.126 > 1.984 and a significance value of 0.000 < 0.05. Simultaneously, both variables significantly influence purchase frequency, as shown by an F-value of 37.519 > F-table value of 3.090 and a significance value of 0.000. The coefficient of determination (R²) of 0.436 indicates that 43.6% of the variation in purchase frequency is explained by the two independent variables, while the remaining 56.4% is influenced by other factors outside the study. The research suggests that marketers should further optimize advertising content on social media and select brand ambassadors who possess a positive and relevant image to enhance marketing effectiveness.