Efektivitas Penggunaan Brand Ambassador Skintific dalam Membangun Brand Awareness di Instagram

Abstract

The level of a brand’s popularity is frequently linked to the extent to which consumers are able to recognize or recall the brand name of a product. Brand awareness is also widely employed as a key indicator in evaluating the success of marketing strategies. In promotional efforts, producers strategically utilize brand ambassadors to capture consumer interest in advertisements, with the ultimate objective of influencing purchasing decisions. This study aims to assess the effectiveness of Skintific’s use of a brand ambassador in fostering brand awareness for its products on Instagram, using the VISCAP concept as the analytical framework. This research focuses on Nicholas Saputra as the selected brand ambassador representing Skintific products. Data collection was carried out through the distribution of an online questionnaire using Google Forms. The study population consists of Generation Z individuals in the Jakarta region. A random sampling technique was applied, and the sample size of 209 partisipants was determined based on Hair’s formula. The findings reveal that the role of the brand ambassador accounts for 50.7% of the variation in brand awareness of the Skintific brand, while the remaining 49.3% is attributed to other factors not examined in this study. This proportion highlights the strategic importance of maximizing the function of brand ambassadors in expanding the brand's audience reach.