The Influence of Brand Ambassador, Advertising, Digital Marketing, and Word of Mouth Promotion on Brand Awareness

Isti Faizah; Dina Lusianti; Dian Wismar’ein

doi:10.55927/ijabm.v5i3.17

Authors

Isti Faizah Universitas Muria Kudus
Dina Lusianti Univeristas Muria Kudus
Dian Wismar’ein Universitas Muria Kudus

DOI:

https://doi.org/10.55927/ijabm.v5i3.17

Keywords:

Brand Ambassador, Advertising, Digital Marketing, Word of Mouth, Brand Awareness

Abstract

The purpose of this study aims to analyze the influence of brand ambassadors, advertising, digital marketing, and word-of-mouth on brand awareness on Shopee e-commerce platforms in Kudus Regency. This study used a quantitative approach with a sample of 166 Shopee user respondents in Kudus Regency. The sampling technique in this study was through purposive sampling. The data analysis method used SPSS version 26. The results showed that brand ambassadors had no effect on brand awareness. Advertising had no effect on brand awareness. Digital marketing had a positive and significant effect on brand awareness. Word-of-mouth had a positive and significant effect on brand awareness. Simultaneously, brand ambassadors, advertising, digital marketing, and word-of-mouth had a significant effect on brand awareness on Shopee e-commerce platforms in Kudus Regency

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