The Effectiveness of Prilly Latuconsina as Implora Cosmetics Brand Ambassador on Instagram Followers @prillylatuconsina96

Abstract

Implora Cosmetics is a cosmetics company established in Sidoarjo in 2004. The company implements a marketing public relations strategy by appointing popular local celebrities as brand ambassadors to attract public attention. A brand ambassador is a representative of a company who helps increase audience awareness of the brand. One recent example was the appointment of Prilly Latuconsina as the brand ambassador for the Implora Urban Series campaign, #BeraniJadiAku. The campaign utilizes Instagram as the main platform to deliver messages to the audience. This study examined the effectiveness of Prilly Latuconsina as an Implora Cosmetics brand ambassador, by employing Ohanian's (1990) Source Credibility Theory, which encompasses three dimensions: trustworthiness, expertise, and attractiveness. The research employed a descriptive quantitative method with purposive sampling. The data were collected through an online survey using Google Forms, with 100 respondents. The findings indicated that Prilly Latuconsina was perceived as an effective brand ambassador, with a total mean of 4.36. The highest mean was found in the attractiveness dimension, with a mean of 4.41.