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

AMIRA, TASYA and Saraswati, Erlisa and Pratiwi, Feny Selly (2025) PENGARUH GOJEK CAMPUS AMBASSADOR DAN BRAND IMAGE AMBASSADOR TERHADAP BRAND AWARENESS DI KALANGAN MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS BUKIT PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Brand Awareness, Gojek, Mahasiswa
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Tasya Amira
Date Deposited:	25 Mar 2025 05:10
Last Modified:	25 Mar 2025 05:10
URI:	http://repository.unsri.ac.id/id/eprint/170071

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