The Effectiveness of Maudy Ayunda as Brand Ambassador Tomoro Coffee on Instagram Followers of @maudyayunda

Abstract

A brand ambassador is someone who represents a company to help increase brand awareness. With the rise of social media, marketing communication activities have become faster and more effective in spreading information. Tomoro Coffee is an Indonesian coffee brand that applies marketing public relations strategies to reach its target audience and build consumer awareness, making the brand easier to remember. In 2024, Tomoro Coffee appointed Maudy Ayunda as its brand ambassador, believing that she could help achieve the company’s goals and that her vision aligns with the brand. This research is a quantitative study using the VISCAP model to measure the effectiveness of Maudy Ayunda as Tomoro Coffee’s brand ambassador among the followers of her Instagram account @maudyayunda. The study used an online questionnaire distributed to 100 of her Instagram followers and applied a Likert scale. The results show that Maudy Ayunda is proven to be an effective brand ambassador, with an average score of 4.44. The highest indicator was visibility, which received a score of 4.62.