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p-Index From 2021 - 2026
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All Journal Journal of Content and Engagement
Lady Joanne Tjahyana
Communication Science Departement, Petra Christian University
Social Sciences

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The Effectiveness of Eca Aura as Brand Ambassador for Derma Angel Among the People of Surabaya Natasya Nethania Nava Djianto; Lady Joanne Tjahyana; Chory Angela Wijayanti
Journal of Content and Engagement Vol 3 Issue 2 (2025): August 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.2.131-146

Abstract

This study aims to measure the effectiveness of Eca Aura as a Brand Ambassador for Derma in the marketing public relations (MPR) strategy of the Derma Angel brand in Surabaya City. A Brand Ambassador is an individual who represents a brand and serves as a communication bridge between the brand and the public. In implementing its marketing public relations strategy, Derma Angel appointed Eca Aura as Brand Ambassador to help build communication and increase brand awareness among audiences, as well as establish a positive image for the Derma Angel brand. This study employed a survey method by collecting data through questionnaires, which were distributed to 400 respondents who are residents of Surabaya City using a Likert scale. The findings of this study indicate that Eca Aura is effective as Derma Angel's Brand Ambassador based on the VisCAP indicators, with attractiveness being the most effective indicator among the four indicators. An interesting finding in this study relates to the Visibility indicator, as traditional media such as banners proved to be more effective than online media in enhancing visibility.
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.
Co-Authors Chory Angela Wijayanti Evania Christiyanto Felicia Goenawan Natasya Nethania Nava Djianto