Effectiveness Of Angga Yunanda As Brand Ambassador Of Kopi Kenangan On Instagram Followers @kopikenangan.id

Abstract

The rising trend of coffee consumption in Indonesia has led to the emergence of many contemporary coffee beverage businesses. One of them is Kopi Kenangan, which has been operating since 2017 with a grab-and-go concept. Kopi Kenangan employs various marketing strategies to maintain its brand presence amid the growing number of modern coffee brands. One such strategy is appointing Angga Yunanda as a brand ambassador. This research aims to determine the effectiveness of Angga Yunanda as a brand ambassador for Kopi Kenangan among the followers of @kopikenangan.id Instagram account. The study uses a descriptive quantitative method, with data collected through a questionnaire survey distributed to 100 followers of @kopikenangan.id Instagram account. Data analysis utilizes the VisCAP model with four indicators: visibility, credibility, attraction, and power. The highest indicator in the VisCAP aspects is attraction, with an average score of 3.97. The Lowest indicator is Power, with an average score of 3.85. The results indicate that Angga Yunanda is effective as a brand ambassador for Kopi Kenangan.