@thesis{thesis,
		author={Aldiyanti  Riska},
		title ={PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN
(Studi Kasus Kosmetik Wardah di Kota Semarang)},
		year={2023},
		url={http://eprints.stiebankbpdjateng.ac.id/1201/},
		abstract={This study aims to determine the influence of brand ambassadors, brand image, and brand awareness on purchasing decisions for wardah cosmetics in the city of Semarang. The population in this study are residents of the city of Semarang. The sample used in this study amounted to 102 respondents. The analysis used in this research is IBM SPSS Version 23. This study uses the Lemeslow formula with purposive sampling. The test results in this study can be concluded that 1.) Brand Ambassadors have a positive and significant effect on purchasing decisions. 2.) Brand Image has no positive and insignificant effect on purchasing decisions. 3.) Brand Awareness has a positive and significant effect on purchasing decisions. Wardah cosmetics can improve brand image better with a newer and unique image in order to attract consumers' buying interest. Then Wardah can use new brand ambassadors with matches to the product so that it has a new impression and can attract even more consumers so that brand awareness also increases. And increasing the frequency of advertisements that appear as promotions so that brand ambassadors can be known more widely by consumers so that brand image and brand awareness increases which causes consumers to purchase wardah cosmetic products.

Keywords: Brand Ambassador, Brand Image, Brand Awareness, Purchase Decision}
		}