Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
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This Author published in this journals
All Journal Journal of Content and Engagement
Felicia Goenawan
Communication Sciences Department, Petra Christian University
Social Sciences

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The Effectiveness of Kopiko Sugar Free Advertisement in Korean Drama My Demon in East Java Society Tania Devina; Astri Yogatama; Felicia Goenawan
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.147-165

Abstract

In December 2023, Kopiko appeared with a new variant, namely sugar free and did product placement in the drama My Demon. The purpose of this study is to determine the effectiveness of Kopiko Sugar Free product placement advertising in Korean drama My Demon on East Java. In this study, the effectiveness will be measured by customer response index, which uses the indicator stages of awareness, comprehend, interest, intention and action. This research approach is quantitative descriptive. The technique used is non-probability sampling and purposive sampling with a sample size of 100 respondents. The result of this research is that the Kopiko Sugar free product placement advertisement is in the effective stage as evidenced by the final result of the CRI multiplication of 58%. This is due to the utilization of the three dimensions of product placement done simultaneously, namely visual, audio and plot connection dimention
The Effectiveness of Song Hye-kyo as a Brand Ambassador for Collagena among the Indonesian Public Evania Christiyanto; Lady Joanne Tjahyana; Felicia Goenawan
Journal of Content and Engagement Vol 3 Issue 3 (2025): December 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.3.242-262

Abstract

Collagena is the first collagen milk brand in Indonesia, produced by PT Mayora Indah Tbk. To support its marketing public relations strategy, the company appointed South Korean actress Song Hye-kyo as its brand ambassador, leveraging her youthful image and strong public appeal. This study aims to examine the effectiveness of Song Hye-kyo as the brand ambassador for Collagena in Indonesia. A quantitative method was employed through a survey distributed to 400 respondents using Google Forms. The data were measured using a Likert scale and analyzed descriptively. The study adopts the VisCAP theory, which includes visibility, credibility, attraction, and power, to assess ambassador effectiveness. The findings reveal high effectiveness across all indicators, with power emerging as the strongest dimension and credibility as the least, though still favorable. Generational analysis indicates that Generation Z responds most to power, Millennials to attraction, and Generation X to visibility. These results highlight the alignment between Song Hye-kyo’s persona and Collagena’s brand image, demonstrating her significant role in enhancing marketing public relations efforts. The study offers valuable insights for practitioners seeking to optimize brand ambassador selection in marketing communication strategies.
The Effectiveness of Using Rizky Ridho as a Brand Ambassador for G-SHOCK in Social Media Communication among the East Java Community Jerryco Shantika; Gatut Priyowidodo; Felicia Goenawan
Journal of Content and Engagement Vol 3 Issue 3 (2025): December 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.3.263-270

Abstract

This study examines the effectiveness of using Rizky Ridho as a brand ambassador for G-SHOCK in social media communication among the East Java community. The increasing use of public figures in digital communication highlights the need to evaluate how effectively they convey brand messages and engage audiences. This research aims to measure the effectiveness of Rizky Ridho as G-SHOCK’s brand ambassador using the VisCAP model, which consists of Visibility, Credibility, Attraction, and Power. A quantitative descriptive approach was employed through a survey method. Data were collected by distributing online questionnaires to 100 respondents in East Java who were aware of Rizky Ridho’s role as a brand ambassador for G-SHOCK. The results show that Rizky Ridho is perceived as an effective brand ambassador overall. The indicators of visibility and credibility received the highest evaluations, indicating strong brand recognition and trust among audiences. Meanwhile, attraction and power were rated as effective but showed relatively lower influence. These findings suggest that while Rizky Ridho supports brand communication by enhancing awareness and credibility, additional communication efforts are needed to strengthen audience influence. This study concludes that the use of a relevant public figure can support effective communication strategies on social media.
Co-Authors Astri Yogatama Evania Christiyanto Gatut Priyowidodo Jerryco Shantika Lady Joanne Tjahyana Tania Devina