The Effectiveness of Brand Ambassador Toward Generation Z in Indonesia

Abstract

This research measures the effectiveness of using NewJeans as a brand ambassador in Indomie's Marketing Public Relations strategy for the Korean Ramyeon Series, targeting Generation Z in Indonesia. In this case, Indomie as an Indonesian instant noodle brand, collaborated with NewJeans as a brand ambassador in 2024 for their new premium selection product Korean Ramyoen Series. The brand has continuously strived to maintain its position by implementing innovative public relations marketing activities to reach a broader target market and leave a stronger impression on consumers. This research was a quantitative study that used an online survey method in the form of a questionnaire, distributed to 400 Generation Z respondents in four social media which are instagram, x, tiktok, and youtube using a likert scale via Google Forms. The results of this study showed that NewJeans proved to be effective as Indomie’s brand ambassador, as indicated by the average score of 4.15 across the VisCAP (Visibility, Credibility, Attraction, and Power) model indicators. This research demonstrated that the most effective VisCAP indicator for NewJeans as a brand ambassador was Attraction, referring to their appeal, with a mean score of 4.23.