PENGARUH BRAND AMBASSADOR DAN SALES PROMOTION TERHADAP BRAND AWARENESS SKINCARE GLUTANEX

Abstract

This study aims to analyze the effect of brand ambassadors and sales promotion on Glutanex skincare brand awareness, with a case study conducted on Instagram followers @glutanex.id.official. This type of research is quantitative. The population of this study were Instagram followers @glutanex.id.official. The sample of this study was 388 respondents. The sampling technique was randomized to Instagram followers @glutanex.id.official. The analysis technique used is to use Partial Least Squares Structural Equation Modeling (PLS-SEM) through Smart PLS 3.0 software. The results of the description analysis show that the description of the variables tested is very positive. Furthermore, hypothesis testing found that simultaneously brand ambassadors and sales promotion have a positive effect on brand awareness. While partially it was found that the effect of brand ambassadors on brand awareness was significant, and sales promotion partially had a significant effect on brand awareness.