Persepsi Audiens mengenai Peran Kharisma Cahaya Putri sebagai Brand ambassador dalam Membangun Popularitas ONIC Esport (Studi pada UKM Universitas Muhammadiyah Malang)

The development of the esports industry in Indonesia has encouraged esports organizations to implement branding strategies that can increase popularity and closeness with audiences. One strategy used is the use of brand ambassadors as brand representatives in the public sphere. This study aims to determine how audiences perceive the role of Kharisma Cahaya Putri (Kayes) as a brand ambassador in building the popularity of ONIC Esports.
This study uses a qualitative approach with a descriptive method. Data collection techniques were carried out through in-depth interviews and documentation. The research informants were students who were members of the Muhammadiyah University Malang Esports Student Activity Unit, selected using purposive sampling techniques. The data were analyzed through data reduction, data presentation, and conclusion drawing, then interpreted using Royan's perception theory and brand ambassador role theory, which includes the roles of testimonial, endorsement, actor in advertising, and spokesperson.
The results of the study show that of the four roles of brand ambassadors analyzed, only the endorsement role is clearly and consistently perceived by the audience. This perception is formed through Kayes' appearance in content that displays ONIC Esports attributes and his involvement in activities related to the brand, so that the audience easily associates Kayes with ONIC Esports. Meanwhile, the roles of testimonial, actor in advertisements, and spokesperson have not been strongly established in the audience's perception. The role of actor in advertisements is the least visible role due to the absence of Kayes' representation in formal advertising contexts. These findings indicate that the audience's perception of ONIC Esports' popularity is built more through the role of endorsement than through other brand ambassador roles.