Doctor Reisa's role as A Brand Ambassador for Dettol

. This journal measure effectiveness Doctor Reisa’s role as Brand Ambassador for Dettol. Measurement is done with survey to consumer based on consumer behavior and also based on theory of Brand Ambassador. This research created several conclusion based on analysis to consumer of Dettol. The object of this research is Dettol, a brand name which is an antiseptic liquid disinfectant manufactured by Reckitt Benckiser, one of the most popular healthcare products in the world and Doctor Reisa, an Indonesian doctor, actress, model, and presenter, also Head of Communications for the Task Force for the Acceleration of Handling COVID-19 in Indonesia. Doctor Reisa represent a work-mom with child and a credivility source. The measurement results can be consideration for choosing the right Brand Ambassador.

chooses celebrities who are popular or become public idols because of their achievements or because of the idol's behavior in their field of expertise.
Choosing a Brand Ambassador is a big decision and should have a basis. Because using Brand Ambassador as a marketing tool, it will cost you a lot of money and effort. So, the selection of Brand Ambassadors must be right. The selection of the right celebrity will increase the product brand according to the celebrity which will influence consumers to believe in the product it represents. According to Philip Kotler in Royan in his book Marketing Celebrities, states that, A celebrity is very influential because it has credibility that is supported by factors of expertise, nature, trustworthiness, and liking. As Dettol did to Doctor Reisa to be Brand Ambassador of Dettol. Doctor Reisa is an Indonesian doctor, actress, model, and presenter. She represented the DI Yogyakarta province at the Miss Indonesia 2011 pageant and was named the 2010 Miss Indonesia Environment. Doctor Reisa represented Indonesia at the Miss International 2011 event in China. Since 2020, she has served as Head of Communications for the Task Force for the Acceleration of Handling COVID-19 in Indonesia. Doctor Reisa become more popular from the Task Force for the Acceleration of Handling COVID-19 in Indonesia.
Dettol is a brand name that is an antiseptic aqua disinfectant manufactured by Reckitt Benckiser and one of the most famous healthcare products in the world. The form of antiseptic aqua or liquid is have a color bright yellow and change milky white when contaminated in water. Dettol products in the form of soap, hand sanitizer, Dettol liquid, Dettol antiseptic liquid and Dettol hand sanitizer so people usually buy Dettol from any store that sells health. Doctor Reisa has been a Dettol Brand Ambassador since 2018, this mutualism collaboration has lasted until now. Doctor Reisa is a mother, as well as a worker in the health sector, which made Dettol choose her as a Brand Ambassador. The role of Doctor Reisa who became Dettol's mother, helped Dettol in increasing the credibility of its brand.
Doctor Reisa's credibility has increased in the eyes of consumers since becoming Head of Communications for the Task Force for the Acceleration of Handling COVID-19 in Indonesia. Likewise with Dettol's increased credibility to kill germs and avoid the Covid-19 virus. In addition to her credibility, Doctor Reisa also represents a mother with advertisements with a home background. This is what attracts Dettol's target market, namely a mother with a child at home aged 20 -45 years. Functionally, Dettol has been trusted by consumers because of the credibility of Doctor Reisa. This consideration was carried out because Doctor Reisa has a mother, expert, and confident figure to represent Dettol's target audience. In addition, Dettol also cooperates with Dian Sastrowardoyo to increase brand love from consumers. So, this journal will do a research about Doctor Reisa's role as a Dettol Brand Ambassador.
According to (Shimp, 2010) brand ambassadors are people who support a brand from varied famous celebrity or public figures. The utilization of brand ambassadors is implemented by companies to affect or influence consumers It is done on purpose that consumers are attracted to using the product, mainly because the company selected a wellknown celebrity that is usually based on imaging. (Royan, 2004) The use of brand ambassadors is currently one of the mainstay marketing strategies for companies to continue to grow and compete. Usually companies choose celebrities, expertise in their fields, as well as mascots and certain characters (such as famous cartoons) that they feel can attract consumers' hearts as their brand ambassadors. Kotler and Armstrong (2014), stated that brand ambassadors are individuals who disseminate information about the products of a company. Doctor Reisa collaborate with Dettol in term of increasing Dettol's credibility from the role of her, an expert and a mom. She represents a credibility source to Dettol's product, in line with Sternthal, Phillips, & Dholakia, interpretation of source credibility effects serve a base for knowing the process where credibility mediates social influence; this allows the awareness of credibility effects in positions beyond those explicitly considered in the literature.
Brand ambassadors are icons of culture or identity, where they act as marketing tools representing the achievement of individualism and human glory as well as the consumption and commercialization of products. Turner, Bonner & Marshall (2012:13) mention "Increasingly", celebrities are needed to earn on a several amount of cultural activity as among the obligations which come with their visibility. According to Lea-Greenwood (2012:88), Brand ambassadors are tools used by companies to communicate and connect with the public, about how they actually increase sales. In her book, Fashion Marketing Communication (2013) states that Brand Ambassador affects consumer behavior because of 5 indicators, (1) Transference, a brand endorses a celebrity that relate to their profession. Then, transference suggests that certain celebrity skills can feel "work out" on customers if they buy and use the brand; (2) Congruence, ensuring that between the brand and the celebrity, there is a perfect match. This is the main concept to represent a brand; (3) Credibility, the extent to which consumers believe an ambassador source has relevant expertise, knowledge or experience and the source can reliable to which the ambassador can provide unbiased and unique information; (4) Attractiveness, a non-physical display that attractive and can give a product or advertisement benefitsl (5) Power, attractiveness of resource personnel that influence consumers, so that influential consumers can purchase or use their products.
A brand ambassador is determined by the company with the consideration that they are well-known people who have their respective expertise according to the product they represent. According to Royan (2004, p. 156) there are four roles of brand ambassadors, namely: (1) Give testimonials, the role in giving testimony about the quality and benefits of the product or brand represented; (2) Provide encouragement and reinforcement (endorsement). Sometimes, celebrities are invited to star in product advertisements for which they have no personal expertise in the field; (3) Act like an actor in the advertising topic it represents. The role of promoting a product or brand is related to the role he is currently starring in a certain broadcast program: (4) Act as a spokesperson for the company. Brand ambassadors within a certain period of time can be included in the spokesperson role group representing the company. The appearance of the brand ambassador will be associated with the brand or product being represented According to the book Fashion Design Marketing, the benefits of having a Brand Ambassador are: Press coverage, Changing perception of the brand, Attracting new customers and Freshening up an existing campaign

METHOD
Research design is a series of procedures and methods used to analyze and collect data, in this study survey research was conducted. This means that research is done on large or small populations, but the data being studied is data from samples taken from a certain population, to explore the relative acts, placement and association between the study of social variables study and psychology. In the survey, information is collected from the respondents through a questionnaire. Thus, survey research can be interpreted as a systematic effort to reveal a phenomenon by taking samples from one population and using questionnaires as a data collection tool (Effendi, 2012) This research is a quantitative descriptive analysis research and survey with primary and secondary research data. Primary data sources were obtained from questionnaires addressed to the research sample. Secondary data sources were obtained from in-depth interviews with Dettol and previous studies, e-books, and literature related to this research.
Population is a generalized field that is made up of subjects or objects with certain qualities, characteristics identified by researchers to study and then draw conclusions. (Sugiyono, 2010). In this study, the population is women aged 18-50 years in Jabodetabek who used health products daily. Size of study population cannot be determined (unidentified), so the researcher will take a sample. To find the sample size with iteration calculations, at least two iterative calculations are carried out until you can find a value with the same unit number. If it is not the same, it is necessary to do a third iteration with a formula like the second one. In this study, α = 0.05 and β = 0.95 and ρ = 0.30. In the normal distribution table, Z1-α = 1.645 and Z1-β = 1.645.
The formula used in the first iteration is: Then in the second iteration formula is used: N1 and N2 produce the same result, which is 116, the minimum sample that will be used by the researcher is 116 respondents.
In this study, data collection was done by distributing questionnaires with questions answered using a Likert scale as an alternative answer with the following details: Less disagree 3 4 Slightly agree 4 5 Agree 5  6 Strongly agree 6 Before processing the data results, a questionnaire was first tested on the results of 20 respondents through validity and reliability tests. Validity according to Sugiyono (2016:177) in Setiawan, Utari, & Hartati (2019:592) shows the degree of accuracy between the data that actually occurs on the object and the data collected by researchers to find the validity of an item.
By checking the validity of the questionnaire it is divided into 2 which have factor validity and item validity. Item validity shows by the existence of a correlation or support for the total item (total score). The calculation is done by correlating the items with the total factor score. The correlation coefficient is determined from the results of the correlation calculation and measures the effectiveness of the item to determine if the item is suitable for use. Correlation coefficient significance tests are typically performed at a significance level of 0.05 to determine if an item is being used. This means that it is considered valid if the items have a significant correlation with total points. The validity test was carried out on 20 respondents, so the summarized results can be shown in table 2 below: Reliability is the consistency of a series of measurements or a series of measuring instruments. This means that a reliable measurement will consistently measure, but not necessarily, what it is supposed to measure. In a study, reliability is the degree to which the study's measurements are consistent, even after repeated testing of the subject under the same conditions. Research is considered reliable when it provides consistent results for the same measure. Unreliable if repeated measurements give different results. The result of reliability test can be shown in Table 3  If the alpha value > Rtabel, this means that it is reliable enough (sufficient reliability). This shows that all items are reliable and all tests are consistently reliable. Based on the table above, it can be seen that the reliability of the information source variable is 0.855 and Rtabel is 0.444. Because it is greater than 0.444, the instrument is declared reliable or consistent.
A research definitely has a variable. This research use Brand Ambassador with five dimensions and indicators. The indicators are process into 10 questions on questionnaire. Both indicators has 2 questions on questionnaire. The suitability of the celebrity profession with the product brand it represents Likert 1 -6

Credibility
The selected celebrity is a person who is reliable in his field Likert 1 -6

Attractiveness
The celebrity chosen is an attractive individual figure Likert 1 -6

Power
The selected celebrity has a strong charisma to influence consumers Likert 1 -6 From the indicators, we can turn into 10 questions, as shown in the table  Sugiyono (2014) is one method of analyzing data by describing the data that has been collected, without making conclusions that apply to the public. In this method, the researcher will only describe the figures from the processing of data instruments, so that the information conveyed will be easier to understand. This is because this method only functions in terms of data grouping, that is classifying variable data based on the group so that it is more organized and easy to interpret its meaning.
This analytical technique provides an initial description of each variable in the study. In the data description, each variable can be viewed from the mean (mean), maximum, minimum, and standard deviation values.. Usually, this analysis method will be presented in the form of visual (bar charts, pie charts, polygons, ogive curves), table, frequency distribution, measures of central tendency (mean, median, mode), location measures (quartiles, deciles, percentiles), measures of data spread (standard deviation, mean deviation, quartile deviation, variance, range, and others). The researcher uses the type of data central tendency analysis in this study, that is the calculation of the average value (mean).

RESULTS AND DISCUSSION
In accordance with the predetermined sample, the researcher has collected data from 116 respondents. The data was taken with the following respondent criteria: This study has one primary data, namely a survey to consumers. Then, in this section the data of respondents who answered the questionnaire will be displayed, and they have been processed. Data processing is seen from the average value (mean) and standard deviation. The following is a summary of the results of descriptive data processing In this section, the search results are explained and a full discussion is given. The results can be presented in the form of figures, charts, tables and the like to make it easier for the reader to understand. Discussion can be done in several sub-chapters. From this survey, researcher will propose a strategy following the results of the research above. The result of this research is Doctor Reisa is effective and helps a lot in becoming a brand ambassador. Therefore, Dettol can add another brand ambassador that has a different role as Doctor Reisa. This strategy will be complete to attract consumers from many target segmentation. As Dettol has many category products and also has a different target market, Dettol could have to use the same strategy as Doctor Reisa's role as brand ambassador. Different audiences may require different messages.
The second strategy is Dettol can improve the role of brand ambassador. In this pandemic era, Dettol has the most powerful momentum to up selling sales. To keep up, Dettol can use communication marketing strategy. Therefore, Dettol can use the big momentum to do a campaign with their brand ambassador. Instead of campaigns, Dettol also can make pricing strategy. For example, make a huge sale to reach many segment or have a safety kit travel for people who still have to leave the house to work.

CONCLUSION
Social influence can come from anywhere, especially trendsetters. Every segmentation has its trendsetter. This research analysis of Doctor Reisa's role as a brand ambassador for Dettol has targeted a mother with kids that mostly have a job. A mother who has both will feel related to Doctor Reisa that has the same role. Therefore, Doctor Reisa has a lot of roles to be a brand ambassador of Dettol.
There are some roles that effected consumer behavior, such as Doctor Reisa made consumers use Dettol; Doctor Reisa increases customers' trust in Dettol; Doctor Reisa as Doctor makes consumers use Dettol; the image of Doctor Reisa makes consumers use Dettol; Doctor Reisa who understands health makes them use Dettol; Doctor Reisa as an expert in the field of health made consumers use Dettol; Doctor Reisa's appearance and personality that made them use Dettol; Doctor Reisa as a woman, mother, and also a doctor makes them use Dettol; that Doctor Reisa's presence strengthened consumers to consider using Dettol; and the presence of Doctor Reisa made consumers pay more attention to Dettol than other brands. Those 10 points of Doctor Reisa's role as a brand ambassador of Dettol are based on consumers. They agree that Doctor Reisa has those 10 points and has done it very well.