Analysis of Followers' Reception Regarding Brand Ambassador Raffi Ahmad on Account @erigostore
Analisis Resepsi Followers Tentang Brand Ambassador Raffi Ahmad Dalam Akun @erigostore
DOI:
https://doi.org/10.21070/ups.6250Keywords:
Brand Ambassador, Analisis Resepsi, Raffi Ahmad, InstagramAbstract
This study aims to analyze the followers' reception of Raffi Ahmad's role as a Brand Ambassador on the Instagram account @erigostore. Using qualitative methods and content analysis, this research identifies the responses, views, and attitudes of followers towards Raffi Ahmad as a Brand Ambassador, as well as its impact on the Erigo brand image. The analysis results show that followers give a positive response to Raffi Ahmad's role, acknowledging his success in strengthening the brand image and attracting public attention. Additionally, this study also reveals the importance of transparency and effective communication between the brand and consumers in the context of e-commerce business. The right strategy for selecting a Brand Ambassador and responsive interaction with followers are key in building close relationships with the online community and increasing customer trust
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