STRATEGI KOMUNIKASI IM3 DALAM MEMANFAATKAN BRAND AMBASSADOR NAJWA SHIHAB PADA KAMPANYE IM3 SATSPAM (SATUAN ANTI SCAM DAN SPAM)

Muhammad Kevin Anzhari, . (2026) STRATEGI KOMUNIKASI IM3 DALAM MEMANFAATKAN BRAND AMBASSADOR NAJWA SHIHAB PADA KAMPANYE IM3 SATSPAM (SATUAN ANTI SCAM DAN SPAM). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of digital communication has encouraged telecommunication companies to use more persuasive communication strategies through brand ambassadors. IM3 appointed Najwa Shihab as the brand ambassador in the IM3 SATSPAM (Anti Scam and Spam Unit) campaign to increase brand awareness and educate the public about digital fraud. This study aims to analyze IM3’s communication strategy in utilizing Najwa Shihab in the IM3 SATSPAM campaign. This research used a qualitative method with a case study approach. Data were collected through in-depth interviews, observations, literature studies, and online data searches involving 10 active IM3 users in the Jabodetabek area. The results show that IM3 implemented its communication strategy through the myIM3 application, Instagram, YouTube, and television. Najwa Shihab’s presence was considered effective in increasing audience trust due to her credible image and relevance to digital security issues. In addition, the clear and understandable message delivery made audiences more aware of scam and spam threats. These findings are in line with Social Cognitive Learning Theory, which explains that audiences can be influenced through observing credible public figures. Therefore, the use of an appropriate brand ambassador can be an effective communication strategy in increasing brand awareness and digital literacy education. Keywords: Brand Ambassador, Communication Strategy, Brand Awareness, IM3 SATSPAM.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910411292] [Pembimbing: Kusumajanti] [Penguji 1: Yani Hendrayani] [Penguji 2: Garcia Krisnando Nathanael]
Uncontrolled Keywords: Brand Ambassador, Communication Strategy, Brand Awareness, IM3 SATSPAM.
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: MUHAMMAD KEVIN ANZHARI
Date Deposited: 25 Aug 2026 16:07
Last Modified: 26 Aug 2026 11:17
URI: http://repository.upnvj.ac.id/id/eprint/53704

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