Effectiveness of Using Sophia Latjuba as Hotto Brand Ambassador on Instagram Followers @sophia_latjuba88

Abstract

This study aims to determine the effectiveness of Sophia Latjuba as the brand ambassador of Hotto through her personal Instagram account, @sophia_latjuba88. Hotto is a multigrain beverage brand made from a combination of whole grains and purple sweet potatoes, offering various health and nutritional benefits. The use of public figures, especially celebrities, as brand ambassadors is a common marketing strategy to build brand awareness and influence consumer perception. In this research, a descriptive quantitative method was applied, utilizing an online questionnaire distributed to 100 respondents aged 18–34 years who are active Instagram users. Data were analyzed using the VisCAP model, which includes four key indicators: visibility, credibility, attraction, and power. Each indicator was measured through respondents' perceptions of Sophia Latjuba’s influence on their interest in and perception of the Hotto brand. The findings indicate that Sophia Latjuba is considered effective as a brand ambassador, with the attraction indicator receiving the highest average score (mean = 4.40), followed closely by power and credibility. This suggests that her appearance and image significantly contribute to Hotto’s appeal.