<![CDATA[Purpose: This study aims to analyze the persuasive communication strategy implemented by the Wardah Youth Ambassador in increasing Wardah's brand awareness on social media, referring to the persuasive communication strategy theory ofMelvin L. DeFleur and Sandra J. Ball-Rokeach. Methodology: This study uses a descriptive qualitative approach with a case study design. Data were collected through in-depth interviews with three Wardah Youth Ambassador members and three Wardah consumers, observation of social media activity, and literature review. Data analysis was conducted using the Miles and Huberman interactive model, which includes data reduction, data display, and conclusion drawing and verification, supported by technique triangulation to maintain data credibility. Results: The results show that the Wardah Youth Ambassador succeeded in increasing Wardah's brand awareness through three persuasive communication approaches. The psychodynamic approach is realized through storytelling and personal experience that build emotional closeness; the sociocultural approach is applied through the adjustment of language, communication style, and the use of social media trends in accordance with the character of the younger generation; and the meaning construction approach is built through message consistency and Wardah's distinctive visual identity, so that audiences can recognize, recall, and form a positive perception of the brand. Applications/Originality/Value: This study provides an empirical contribution to the development of community-based persuasive communication strategies for brand ambassadors on social media, while also serving as a practical reference for beauty marketing practitioners in designing effective and sustainable brand ambassador programs for the younger generation.]]>
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