Effectiveness of Using Lamine Yamal as Oppo's Brand Ambassador in Indonesian Society

Abstract

The gadget industry in Indonesia is experiencing rapid growth. In today's era, humans live side by side with technology and gadgets. According to data from Wearesocial (2024), there are 353.3 million active cellphones in Indonesia, which exceeds the total population of 278.7 million with a total smartphone ownership of 99.3%. In the tight competition between brands, various brands use brand ambassadors to become brand communicators. Lamine Yamal was chosen as Oppo's brand ambassador. 

This study aims to assess the effectiveness of Lamine Yamal as Oppo's brand ambassador for the Indonesian people. This study uses a descriptive quantitative method. The study was distributed through questionnaires distributed to 100 respondents who met the criteria, including the Indonesian people, aged 16-30 years, and knew Lamine Yamal. The measurement of brand ambassador effectiveness was carried out using the VisCAP model (visibility, credibility, attraction, and power). The results of the study showed that Lamine Yamal was effective as Oppo's brand ambassador. The indicator that got the highest score was the visibility indicator with a mean value of 4.16.