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All Journal Journal of Content and Engagement Jurnal Spektrum Komunikasi
Daniel Budiana
Petra Christian University
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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The Effectiveness of Tzuyu as a Brand Ambassador in launching Pond’s Bright Miracle Products on @pondsindonesia Followers Rachel Ade Suryaning Kalla; Inri Inggrit Indrayani; Daniel Budiana
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.2.3.201-218

Abstract

This study aims to measure the effectiveness of Tzuyu as a brand ambassador in launching Pond's bright miracle products on the @pondsindonesia Instagram account. A brand ambassador is someone who is the representative or face of a brand used by companies to communicate and connect with the public. The use of popular celebrities as brand ambassadors in product launches will attract greater attention. Tzuyu is a member of one of the famous girl groups in South Korea, Twice. Pond's appointed Tzuyu as a brand ambassador in the launch of Pond's bright miracle product by using Instagram social media as a tool to convey messages to the audience. This study measures the effectiveness of a brand ambassador using the theory of source credibility by Ohanian (1990). This research uses a descriptive quantitative approach with data collection techniques using an online questionnaire via google form. The purposive sampling technique is in accordance with the criteria determined in selecting respondents who fill out the questionnaire. The results showed that Tzuyu as Pond's brand ambassador in the launch of Pond's bright miracle was declared effective, with attractiveness being the most effective indicator.
Managing Uncertainty in Relationship Development Among Dating App Couples: A Phenomenological Study Joy Christy Rawung; Inri Inggrit Indrayani; Daniel Budiana
Jurnal Spektrum Komunikasi Vol 14 No 1 (2026): Jurnal Spektrum Komunikasi : March 2026 [On Progress]
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/spektrum.v14i1.1138

Abstract

Relationships initiated via dating applications often encounter higher uncertainty than those formed face-to-face. This is due to limited initial information, potential discrepancies between online and real-life personas, and the absence of clear social references. This study examines how couples who met through dating apps manage relationship uncertainty in the lead-up to marriage decisions. Employing a transcendental phenomenology approach, the research explores participants' subjective experiences. Uncertainty Reduction Theory (URT) serves as the primary conceptual framework, complemented by Self-Disclosure within Social Penetration Theory (SPT) as a key communication strategy for uncertainty management. Data was gathered via in-depth interviews with married couples who met through dating applications. Findings indicate that couples employ various uncertainty reduction strategies: passive (observing online behavior), active (seeking third-party information), and interactive (direct communication and gradual self-disclosure). Self-disclosure is crucial for building trust and accelerating the decision to marry, particularly in terms of openness about life values, marital expectations, and past experiences. The results suggest that deeper self-disclosure leads to stronger relationships. This study contributes to the understanding of interpersonal communication in digital contexts, enhancing our understanding of communication dynamics from online interactions to committed relationships. Practical implications offer valuable insights for dating app users to foster healthier and more meaningful relationships.
Co-Authors Inri Inggrit Indrayani Inri Inggrit Indrayani Joy Christy Rawung Rachel Ade Suryaning Kalla