The Effectiveness of Abe “Cekut” as Brand Ambassador for Ultra Mimi Kids on Indonesian Citizen

Abstract

The purpose of this research is to determine the effectiveness of Abe “Cekut” as Ultra Mimi Kids' brand ambassador in the marketing public relations (MPR) strategy for the Ultra Mimi Kids milk product in Indonesian society. To stay competitive and expand its brand, Ultra Mimi Kids implements marketing public relations activities by cooperating with one of the famous babies on TikTok, Abe “Cekut” as a brand ambassador in May 2024. Abe is a kid influencer who went viral and has many fans because of his cuteness. This research uses a survey method by collecting data through questionnaires distributed to 400 people in Indonesia using a Likert scale. This research uses a descriptive quantitative method, which is collected through an online survey in the form of a questionnaire and distributed to 400 Indonesians who fit the criteria. The results of this study show that Abe “Cekut” is effective in becoming an Ultra Mimi Kids brand ambassador using the VisCAP model, where the mean value of all indicators is 4.37. The indicator with the highest mean value is Visibility at 4.46.