PENGARUH BRAND COMMUNITY WARDAH YOUTH AMBASSADOR TERHADAP BRAND TRUST: PERAN MEDIASI BRAND AWARENESS

Kalila Reisha Ramadhani, . (2026) PENGARUH BRAND COMMUNITY WARDAH YOUTH AMBASSADOR TERHADAP BRAND TRUST: PERAN MEDIASI BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The evolution of community-based marketing strategies demonstrates that brands no longer communicate solely in a one-way manner but instead build relationships through sustained social engagement. However, not all brand community activities effectively enhance consumer trust in the brand. Despite the high levels of activity and participation within the Wardah Youth Ambassador brand community, questions remain regarding the extent to which the community truly fosters brand trust and the role brand awareness plays in bridging this relationship. This study aims to analyze the influence of the brand community on brand trust by examining the mediating role of brand awareness. A quantitative explanatory approach was employed, utilizing a survey of 370 respondents who are members of the Wardah Youth Ambassador program and have actively participated and interacted within it. Data analysis was conducted using the Partial Least Squares-based Structural Equation Modeling (PLS-SEM) method. The study draws upon Social Identity Theory to explain the mechanisms by which brand communities shape consumer perceptions and trust. The findings indicate that the brand community has a direct influence on both brand awareness and brand trust, and that brand awareness acts as a mediator in this relationship.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411306] [Pembimbing: Uljanatunnisa] [Penguji 1: Drina Intyaswati] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Brand Community, Brand Awareness, Brand Trust, Wardah Youth Ambassador
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: KALILA REISHA RAMADHANI
Date Deposited: 31 Aug 2026 06:46
Last Modified: 31 Aug 2026 06:46
URI: http://repository.upnvj.ac.id/id/eprint/53847

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