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In the increasingly competitive snack food industry, companies need effective marketing strategies to attract consumer attention. One commonly used strategy is utilizing Brand Ambassadors and enhancing Brand Awareness to build a positive brand image in the minds of consumers. PT Dua Kelinci, as the producer of Tos Tos Tortilla Chips, has adopted this approach by collaborating with the South Korean idol group NCT Dream as its Brand Ambassador to expand market reach and attract K-pop fans in Indonesia. The problem in this research lies in the lack of understanding regarding the extent to which Brand Ambassador and Brand Awareness influence purchasing decisions. This study aims to determine the effect of Brand Ambassador and Brand Awareness on purchasing decisions of Tos Tos Tortilla Chips among NCT Dream fans in West Jakarta. The research method used is a quantitative approach through the distribution of questionnaires and analysis using data quality testing and multiple linear regression. The results show that both variables, Brand Ambassador and Brand Awareness, have a positive and significant influence, both partially and simultaneously, on purchasing decisions. This indicates that selecting the right public figure and maintaining a high level of Brand Awareness can increase consumer interest and purchasing decisions.  

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

The beauty industry is experiencing significant growth due to digital transformation, particularly through the use of brand ambassadors and social media marketing. This study investigates the impact of brand ambassadors and social media marketing on purchase intention, with brand image as the mediating variable. This research focuses on Azarine, the skincare from Indonesia and targets potential consumers in Riau Islands aged 18-44 who follow the Instagram account @azarinecosmeticofficial and recognize Prilly Latuconsina, Syifa Hadju, Angga Yunanda, and Lee Min Ho as brand ambassadors. A quantitative approach was applied using Structural Equation Modeling (SEM) with SmartPLS software. The research shows that brand ambassadors and social media marketing positively and significantly influence purchase intentions, with a higher direct impact compared to an indirect one through brand image. This study highlights the effectiveness of digital brand strategies in shaping consumer decisions and offers insights for marketing professionals in the beauty sector. These results emphasize the strategic role of celebrity endorsements and content-based engagement in influencing consumer perceptions and purchasing behavior.

Brand ambassador, as a direct representation of the brand, and brand awareness, the level of consumer awareness of the brand, were identified as potential factors influencing consumer purchasing decisions. The concept of brand image, which reflects the overall image of a brand in consumers' minds, is thought to moderate the relationship between brand ambassadorship, brand awareness, and purchasing decisions. The research method uses a quantitative approach by collecting data through surveys with a sample of consumers who have been exposed to brand ambassador activities and information about the brand. The research results show that brand ambassadors and brand awareness have a positive and significant effect on purchasing decisions; and the interaction of brand ambassadors with brand image on purchasing decisions shows that brand image moderates the influence of brand ambassadors on purchasing decisions; and the interaction of brand awareness with brand image on purchasing decisions shows that brand image moderates the influence of brand awareness on purchasing decisions. This research provides practical implications for brand management in designing more effective marketing strategies.

This study aims to determine and analyze the influence of brand ambassadors and brand image on Xiaomi products simultaneously and partially on consumer purchasing decisions on Xiaomi cellphones. This study uses primary data as a source of data obtained by distributing questionnaires in the form of google forms and distributed to 100 respondents. The population that is the object of this study is all consumers of Xiaomi brand cellphones. Sampling was carried out using a purposive sampling technique. Respondents came from all groups ranging from 17 years of age and above who knew or had been consumers of Xiaomi brand cellphone products. The testing tools in this study consisted of validity tests, reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests, and determination coefficient tests. The results of the study showed that partially the brand ambassador variable influenced Purchasing Decisions with a significance value of 0.000 <0.05 or a tcount value of 4.056> ttable 1.985. Brand Image partially influences Purchasing Decision with a significance value of 0.000 <0.05 or a tcount value of 5.208> ttable 1.985. Simultaneously, brand ambassador and brand image influence Purchasing Decision with a significance value of 0.000 <0.05.  

The aim of this research is to analyze the significance of the influence of brand ambassadors, brand image and price perceptions on purchasing decisions for Emina cosmetic products in Surakarta. This research is a survey with data types using qualitative and quantitative data. Data sources use primary data and secondary data. The population in this research are all consumers who use Emina products in Surakarta. The total research sample was 100 people with a sampling technique using purposive sampling. Data analysis uses descriptive analysis, multiple linear regression test, t test, F test and coefficient of determination test. The research results show that brand ambassadors have a significant influence on purchasing decisions for Emina cosmetic products in Surakarta, brand image has no significant influence on purchasing decisions for Emina cosmetic products in Surakarta and price perceptions have a significant influence on purchasing decisions for Emina cosmetic products in Surakarta. The F test results show a calculated F value of 38.275 with a significance value (p-value) of 0.000 < 0.05. The coefficient of determination test result (adjusted R2) is 0.530, meaning that the contribution of the independent variables to the dependent variable is 53%.

Market competition makes companies must be able to innovate in order to compete with other companies. Brand Ambassadors who have a positive image and good product quality can attract consumers and increase the purchase decision of a product to be marketed. This research was conducted with the aim of finding out the influence of Brand Ambassador and product quality on purchasing decisions. The method used in this study is a quantitative research method using research aids in the form of a questionnaire containing 7 questions about NCT Dream as a lemonilo Brand Ambassador, 8 questions about the quality of lemonilo products, and 7 questions about consumer purchase decisions disseminated through the researcher's social media. Based on the results of a questionnaire of 110 respondents, it can be concluded that the use of Brand Ambassadors who have a positive image and good product quality greatly affects the level of consumer purchase decisions. This research is expected to be an analysis material for the Company in placing a good strategy in market competition

This research aims to analyze and explain the impact of digital marketing and brand image on work interest as intervening variables. The data collection method was carried out through questionnaires to 100 Scarlett Whitening consumer respondents, using techniques of non-probability sampling. Data analysis was carried out using the multiple linear regression method. The research results show that there is a significant positive influence of the variables digital marketing on buying interest, while variable brand awareness also has a positive and significant effect on buying interest. The brand ambassador variable does not show a significant influence on purchasing interest, while the online customer review variable has a positive and significant influence on purchasing interest. Apart from that, the brand image variable also has a positive and significant effect on purchasing interest, as well as variable digital marketing, brand awareness, brand ambassador and brand image has a positive and significant effect on purchasing decisions, and online customer does not a significant influence on purchasing decisions. However, the purchase interest variable was not proven to be an intervening variable that mediates the influence of digital marketing, brand awareness, brand ambassador, online customer review and brand image on purchasing decisions.

The aim of this research is to determine the influence of Shopee Live, EXO's k-pop Brand Ambassador, and Brand Image on purchasing decisions for Scarlett Whitening products on Shopee e-commerce. The location of this research was conducted on Scarlett Whitening consumers in Semarang City. This type of research uses quantitative research and the methods used are survey research and associative approach research. The main instrument of this research is a questionnaire with 100 respondents using the Slovin formula. Data collection was obtained by distributing questionnaires to Scarlett Whitening consumers in Semarang City who were selected using purposive sampling. Data processing uses Microsoft Excel and IBM SPSS Version 25 software. The data analysis used is multiple linear regression analysis. The research results concluded from the data analysis of the F test results showing that Shopee Live, Brand Ambssador K-Pop EXO, and Brand Image simultaneously had a positive influence on purchasing decisions for Scarlett Whitening products on e-commerce Shopee. Furthermore, data analysis of the T test results shows that Shopee Live does not have a partial positive influence on the decision to purchase Scarlett Whitening on Shopee e-commerce, while the K-Pop EXO Brand Ambassador and Brand Image have a partial positive influence on the decision to purchase Scarlett Whitening on e-commerce. Shopee commerce.

This study aims to determine the effect of Brand Ambassador, Brand Image, Electronic Word of Mouth on Purchase Decisions for Nature Republic Products on the Shopee Marketplace. The sampling method in this study is non-probability sampling with purposive sampling. The research method used in this study was a quantitative survey with a sample of 58 people. The population used in this study were women or men who used Nature Republic products. The analysis used used SPSS 26. The research data analysis technique used multiple linear regression analysis, t test, F test and the coefficient of determination (R2). The data collection process was carried out by distributing google form questionnaires. The results of this study indicate that brand ambassadors have a significant effect on purchasing decisions as evidenced by the existence of a T-test value of 0.860 at a significance level of 0.05. Brand image has a significant effect on purchasing decisions of 0.779 with a significance level of 0.05. In addition, E-wom also has a significant effect on purchasing decisions of 0.662 with a significance level of 0.05. The F-test table was created to measure the effect of the independent variables simultaneously and the F-test statistical value was 0.129 which was greater than the significance level of 0.05, so it could be concluded that the F-test table had no effect. on purchasing decisions. From the findings above, it can be concluded that Brand Ambassador and Brand Image have a positive effect on purchasing decisions, while E-wom has no significant effect on purchasing decisions.