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PENGARUH GOJEK CAMPUS AMBASSADOR DAN BRAND IMAGE AMBASSADOR TERHADAP BRAND AWARENESS DI KALANGAN MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS BUKIT PALEMBANG

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Penilaian

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A Brand Ambassador is someone appointed by a company or brand to represent, promote, and improve the brand's image in the public eye. Companies are currently competing to increase marketing by using Brand Ambassadors, one of which is the "Gojek Campus Ambassador" program. This study uses Partial Least Square - Structural Equational Model or PLS-SEM with outer model and inner model to see the Average Variance Extracted (AVE) value. The relationship between Gojek Campus Ambassador and Brand Awareness gets an F-Square value of 0.305 and the relationship between Brand Image and Brand Awareness is 0.223. It can be concluded that the third variable is significant because it is in the range> 0.15. The influence of Gojek Campus Ambassador and Brand Image Ambassador gets a value of 0.752, which means that 75.2% of students are aware of Gojek Campus Ambassador content because of the Gojek Campus Ambassador and Brand Image Ambassador programs. Keywords: Brand Ambassador, Gojek, Brand Awareness, Students

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002032	T170071	T1700712025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1700712025

Publisher

: Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

xiv, 32 hlm.:ilus., tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

EM

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