The Effectiveness of Tiara Andini as Sunsilk's Brand Ambassador on the Instagram Account @Sunsilkid

Abstract

This study examines the effectiveness of Tiara Andini as a brand ambassador for Sunsilk on the Instagram account @sunsilkid. Using a descriptive quantitative approach, an online survey was conducted with 100 respondents aged 18–34 years. The VisCAP model (Visibility, Credibility, Attraction, Power) served as the analytical framework. The findings reveal that Tiara Andini is an effective brand ambassador, achieving an overall average score of 4.06. The highest score was in the Power indicator (4.17), demonstrating her strong influence in promoting Sunsilk products. Credibility (4.13) and Attraction (4.05) also received high ratings, indicating that she is perceived as trustworthy and appealing. However, Visibility scored the lowest (3.89), suggesting that some followers are not fully aware of her official role with the brand. These results underscore the importance of clear and consistent brand communication strategies to enhance ambassador visibility. The study provides insights for marketing practitioners on optimizing celebrity endorsement strategies in Indonesia’s digital landscape.