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All Journal Scriptura Jurnal e-Komunikasi Harati: Jurnal Pendidikan Kristen Scriptura : Jurnal Ilmiah Journal of Content and Engagement
Felicia Goenawan
Jurusan Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Kristen Petra, Jalan Siwalankerto 121-131 Surabaya 60236
Religion Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Journal of Content and Engagement

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The Effectiveness of Using Gel Angelicca as Celebrity Endorser of ESQA Cosmetics to Indonesian Women on Instagram Natania, Trisno Lidya; Goenawan, Felicia; Yogatama, Astri
Journal of Content and Engagement Vol 2 Issue 3 (2024): December 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.3.266-283

Abstract

ESQA Cosmetics is a cosmetic brand from Indonesia. ESQA Cosmetics is known as the first vegan cosmetics brand in Indonesia that uses Gel Angelicca as a celebrity endorser in its Marketing Public Relation (MPR) activities. This research was conducted to find out the effectiveness of a celebrity endorser, named Gel Angelicca, in promoting ESQA Cosmetics products to Indonesian women on Instagram. This research uses an online survey method which was distributed to 100 respondents using a Likert scale. The result of this research shows that Gel Angelicca as a celebrity endorser for ESQA Cosmetics has proven to be effective in delivering promotional messages to Indonesian women on Instagram by looking at the values in the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, Similarity). This research shows that the most effective TEARS model indicator in using Gel Angelicca as a celebrity endorser is the attractiveness indicator.
Effectiveness of Red Velvet as Brand Ambassadors for Azarine Cosmetic in Makeup Series Products Amijaya, Victoria; Indrayani, Inri Inggrit; Goenawan, Felicia
Journal of Content and Engagement Vol 3 Issue 1 (2025): April 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.1.16-33

Abstract

Marketing Public Relations was an activity aimed at creating a positive image. A brand ambassador was someone who functioned as a representation or face of a brand. The use of famous celebrities as brand ambassadors during the launch of new products significantly increased public appeal and attention. Red Velvet was a South Korean girl group that has been active in the music industry for 10 years since their debut in 2014. Azarine Cosmetic appointed Red Velvet as the brand ambassador. This research aimed to measure the effectiveness of Red Velvet as the brand ambassador for Azarine Cosmetic's makeup series. The research approach was descriptive quantitative, with data collection techniques using an online questionnaire method through Google Forms distributed to 100 respondents using a Likert scale. The sampling technique employed purposive sampling. This study measured the effectiveness of the brand ambassador using Hovland's (1953) source credibility theory, which was divided into three indicators: trustworthiness, attractiveness, and expertise. The research results indicated that Red Velvet, as the brand ambassador for Azarine Cosmetic's, was deemed effective according to the source credibility theory, with expertise being the highest indicator because Red Velvet possessed a strong charm as a brand ambassador for the makeup products.
Co-Authors Almasih, Lisa Amelia Sidik Amijaya, Victoria Astri Yogatama Biantoro, Nico Indrasukmana Christian, Hans Dhanurgrah, Bramantyo Dilecia, Faustine Evelyn, Fedora Evelyne, Violetta Sydney Ido Prijana Hadi Inri Inggrit Indrayani Kumala, Geraldina Lady Joanne Tjahyana Larasati, Vincentia Claudia Monica, Vita Monica, Vita Natania, Trisno Lidya Nugroho, Jeannie Prasetyo, Jeanne Prayogo, Pricillia Audrey Ruru, Gabrielle Priscilla Safira, Gaby Lingga Santoso, Vanessa Michelle Setiawan, Eunike Suyanto, Richard Alejandre Tallo, Oktavianus Filemon Tjahyo, Judy Djoko W. Wijaya, Natasha Citra Wijoyo, Lita Marsella Yonatan, Axel