The Effectiveness of Laura Moane as a Brand Ambassador of Y.O.U Beauty in Launching New Products Cloud Touch Series on the Instagram Followers of @youbeauty_idn

Abstract

This study aims to measure the effectiveness of Laura Moane as a brand ambassador for Y.O.U Beauty in the launch of the new Cloud Touch Series product on Instagram followers @youbeauty_idn. Y.O.U Beauty is a local Indonesian beauty product brand. The importance of measuring the effectiveness of using Laura Moane as a Y.O.U Beauty brand ambassador in the launching of the new Cloud Touch Series product on Instagram followers @Youbeauty_idn is to determine the effectiveness of Laura Moane as a brand ambassador for Y.O.U Beauty. Y.O.U Beauty is a brand that is still trying to increase its awareness. This study measures the effectiveness of a brand ambassador using the VisCAP theory (Visibility, Credibility, Attraction, Power) by Rossiter and Percy (1987). This study uses a descriptive quantitative approach and uses a survey method. The data collection technique uses an online questionnaire with Google Forms to 100 respondents. The results of this study indicate that Laura Moane as a Y.O.U Beauty brand ambassador in the launch of the new Cloud Touch Series product is declared effective with the highest Attraction Indicator and the lowest indicator is Visibility.