• Bagus Edo Prasetyo Universitas Tarumanagara
  • Cokki Cokki Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Indonesia



Social Media Marketing Activities, Brand Ambassador, Brand Awareness


This study aims to test the effect of social media marketing activities and brand ambassadors on brand awareness. The sample used was 245 undergraduate students who were selected using convenience sampling. Data were taken using a questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this study indicate that social media marketing activities and brand ambassadors have a positive influence on brand awareness.


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