The Effectiveness of JKT48 as Chatime Indonesia's Brand Ambassador on Instagram Followers of @chatimeindo

Abstract

This study aims to determine the effectiveness of using JKT48 as Chatime Indonesia's brand ambassador on the Instagram followers of @chatimeindo. The research adopts a descriptive quantitative approach by distributing online questionnaires to 100 respondents who are active followers of the @chatimeindo Instagram account and fall within the age range of 18 to 34 years. To assess the effectiveness of the brand ambassador, the study applies the VisCAP model, which consists of four key indicators: Visibility, Credibility, Attraction, and Power. The findings indicate that JKT48 is perceived as an effective brand ambassador for Chatime Indonesia, with the highest effectiveness score found in the Visibility indicator. This suggests that JKT48's popularity and presence significantly influence brand recognition and engagement among Chatime’s Instagram followers. Overall, the study concludes that JKT48 significantly contributes to Chatime Indonesia’s brand image, particularly by increasing exposure and drawing attention through social media, reinforcing the strategic value of celebrity endorsements in digital marketing.