Data-driven analysis of library-ambassador success factors in library campaigns in Indonesia

Selecting an ideal library ambassador for social inclusion requires assessing the key personality traits that influence advocacy and engagement effectiveness. This study examines five critical traits—integrity, persuasion, competence, leadership, and connectivity—among 1364 respondents across Indonesia. Using confirmatory factor analysis and structural equation modeling, all of the indicators significantly contributed to their respective factors, with leadership (presentation: β = .513; inspiration: β = .510) and persuasion (sales ability: β = .492) showing the strongest effects. Fuzzy-set qualitative comparative analysis revealed that high-performing ambassadors combine all five traits configuration: 1,1,1,1,1; score: 3.84, while low performers lack leadership and connectivity, which critically reduces effectiveness. Integrity consistently emerged as a foundational trait driving positive outcomes. The study offers an evidence-based framework for ambassador selection, emphasizing leadership, connectivity, and integrity as the key attributes to strengthen advocacy, promote libraries, and advance Indonesia's literacy movement through inclusive community engagement.