ASSESSING GENERATION BERENCANA' AMBASSADOR ENGAGEMENT TOWARDS THEIR ROLE AS CHANGE AGENTS FOR INDONESIA'S YOUTH RESILIENCE INITIATIVE - A BRAND RESONANCE PERSPECTIVE
The National Family Planning Coordinating Board of Indonesia (BKKBN) launched the Generation Berencana (GenRe) as a youth resilience program in response to adolescent issues. The GenRe Ambassadors (GA) are expected to be role models by becoming change agents whose job is to socialize and persuade young people in Indonesia to behave in a healthy manner. The success of carrying out the role of ambassador is determined, among other things, by the extent of engagement formed between the ambassador and the program for which he is responsible. Therefore, the aim of this research is to analyze the GA's engagement towards GenRe by adapting the concept of brand resonance pyramid. This research approach is qualitative and employs phenomenological methods. The informants are the GA, who have served as ambassadors for 2–3 years. Sampling was carried out using a snowball technique for further in-depth interviews. The result of this study is that GA's level of engagement with GenRe has actually reached the highest phase, resonance, but it has not yet formed an attitude of engagement because of GA's objections to having to spend personal funds to finance GenRe activities. Considering the good performance of GA, it should be the concern of BKKBN to immediately respond to GA's dissatisfaction.
Change Agents, Brand Resonance Pyramid, Engagement, GenRe, Ambassadors