https://dinastipub.
org/DIJEFA Vol.
No.
4, 2025
DOI: https://doi.
org/10.
38035/dijefa.
https://creativecommons.
org/licenses/by/4.
Analysis of Stray Kids Brand Ambassadors on Purchase Decisions with Brand Awareness as a Mediating Variable Viera Raina Firdiena1*.
Kokom Komariah2.
Faizal Mulia Z3 Universitas Muhammadiyah Sukabumi.
Jawa Barat.
Indonesia, vieraraina061@ummi.
Universitas Muhammadiyah Sukabumi.
Jawa Barat.
Indonesia, ko2mpuspa@ummi.
Universitas Muhammadiyah Sukabumi.
Jawa Barat.
Indonesia, faizal_88@ummi.
Corresponding Authors: vieraraina061@ummi.
Abstract: This study aims to analyze the impact of Brand Ambassadors on purchasing decisions for Ultra Milk UHT milk products with Brand Awareness as a mediating variable.
The focus of this study is Ultra Milk consumers in Sukabumi City using quantitative approach and descriptive-verification method.
Data were obtained from 200 respondents selected through purposive sampling technique and analyzed using AMOS 29 software.
The results of data processing show that brand ambassadors have a significant effect on brand awareness (C.
= 4.
282 > 1.
65 with p-value = 0.
000 < 0.
Furthermore, brand ambassadors have a significant effect on purchase decisions (C.
R = 2.
977> 1.
65 with a p-value = 0.
003 <0.
Then, brand awareness has a significant effect on purchase decisions (C.
R = 5.
412 > 1.
65 with a p-value = 0.
000 < 0.
In addition, brand awareness acts as an effective mediator in the relationship between brand ambassadors and purchase decisions .
obel test = 3.
338> 1.
65 with p-value= 0.
000< 0.
Thus, brand awareness is able to bridge the influence of brand ambassadors on purchase decisions among Ultra Milk consumers in Sukabumi City.
Keywords: Brand Ambassador.
Brand Awareness.
Purchase Decisions.
INTRODUCTION
The economy in Indonesia is largely driven by domestic consumption with the food and beverage industry being one of the fastest growing sectors.
One of the fastest growing products is liquid milk in ready-to-drink packages.
This product is more practical to consume compared to other types of milk because it does not require a brewing process.
This innovation is expected to help increase public awareness of the importance of consuming milk and is expected to increase the per capita milk consumption rate in Indonesia (Halawa & Dewi, 2.
One of the leading brands of packaged liquid milk is Ultra Milk produced by PT Ultrajaya Milk Industry & Trading Company Tbk.
The company is a pioneer of Ultra High Temperature (UHT) technology in Indonesia which is used to kill pathogenic bacteria and maintain the freshness and nutritional content of milk.
The aseptic packaging process serves to protect milk from ultraviolet light, air, and bacterial contamination (Halawa & Dewi, 2.
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In its marketing strategy.
Ultra Milk emphasizes the benefits of pure milk and presents various flavors that attract consumers (Mardiana, 2.
However, winning the competition in the business world does not only rely on product quality.
Understanding consumer behavior and decisions is very important.
Consumer purchasing decisions can be the basis for companies in designing products that suit market needs (Astuti et al.
, 2.
Companies that are able to effectively communicate product advantages will have a competitive advantage (Fatmaningrum et al.
, 2.
One of the widely used promotional strategies is to hold public figures as brand According to Clarissa & Bernarto .
, brand ambassadors have an influence on consumer purchasing decisions.
They are able to bridge the relationship between products and consumers through attractive communication strategies, thus encouraging higher interest and consumption behavior (Bachrun, 2.
Popular artists or public figures who are used as brand ambassadors can increase the attractiveness of a product, especially if the figure can present the value of the product appropriately (Octavian et al.
, 2.
In this context.
Ultra Milk collaborated with K-Pop music group Stray Kids as brand ambassadors and launched the #iamULTRAoddinary campaign that invites consumers to express the uniqueness of the brand.
The collaboration also offered a random Stray kids member photocard with every Ultra Milk This strategy is very attractive to fans and young consumers.
In addition to the selection of brand ambassadors, brand awareness is an important factor in driving sales (Yuseval et al.
, 2.
Brand awareness makes it easier for consumers to recognize and remember products, which in turn affects purchasing preferences and decisions (Rismawati et , 2.
T h e r e f o r e , creative marketing strategies such as advertising, digital promotions, and collaborative content are needed to foster this awareness (Rizky et al.
, 2.
Table 1.
Rating of Liquid Milk in Ready-to-Drink Packages in Indonesia 2019-2024
Brand Name
Ultra Milk
42,7%
31,8%
32,9%
31,7%
21,2%
Frisian Flag
17,2%
21,9%
18,4%
15,5%
18,1%
Indomilk
12,5%
14,5%
11,9%
13,4%
14,5%
Milo
4,8%
5,3%
4,8%
5,2%
7,6%
5,6%
Source: w.
topbrand-award.
Based on table 1 above.
Ultra Milk has been the most popular UHT milk brand in Indonesia for the last six consecutive years.
However, from 2019 to 2024.
Ultra Milk's market share has significantly decreased from 42.
7% to 21.
Although it decreased in 2020, then increased again in 2021-2022 and decreased again in 2020-2024.
Ultra Milk still shows a significant advantage over its competitors.
With such a high percentage.
Ultra Milk has managed to maintain its position as the market leader in packaged liquid milk.
This study was conducted on consumers of Ultra Milk products in Sukabumi City.
This city was chosen because it has a diversity of consumers who can represent Ultra Milk's target One of the main variables tested was the effectiveness of brand ambassadors, and how brand awareness acts as a mediator in shaping consumer purchasing decisions.
There are many factors in considering the purchasing decision-making process, one of which is the effectiveness of brand ambassadors.
In addition, brand awareness acts as a form of mediation between brand awareness and purchase decisions.
Research gaps in research show two different gaps with previous research.
According to (Hera & Fourqoniah, 2023.
Jannah & Hadita, 2022.
Osak & Pasharibu, 2.
brand ambassadors have no significant influence on purchase decisions, while (Maulana & Komala.
Prasetyo, 2016.
Sabila, 2.
found that brand ambassadors have a significant influence on purchase decisions.
In a d d i t i o n , according to (Hanafi, 2022.
Yuseval et al.
, 2.
found that brand awareness significantly influences brand ambassadors and according to (Pujianto et 3450 | P a g e https://dinastipub.
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, 2023.
Putri et al.
, 2022.
Setiawan et al.
, 2.
shows that brand awareness also affects purchase decisions.
So based on the gaps in previous research, researchers are interested in analyzing the role of brand ambassadors on purchase decisions with brand awareness as a mediating variable.
So based on the description of this phenomenon, researchers are interested in conducting research with the title "Analysis of Stray Kids Brand Ambassadors on Purchase Decisions with Brand Awareness as a Mediating Variable (Survey of purchasing decisions on Ultra Milk UHT milk consumers in Sukabumi Cit.
METHOD
This research uses a quantitative approach with a descriptive verification method that aims to test hypotheses statistically.
The object of research includes the role of brand ambassadors as an independent variable, brand awareness as a mediating variable, and purchase decisions as the dependent variable.
Brand ambassador variables are measured through the dimensions of visibility, credibility, attraction, and power with various indicators such as popularity, reputation, and persuasive power of Stray Kids as brand ambassadors.
Brand awareness is measured from the dimensions of brand recognition, ability to remember the brand, to top of mind, while purchase decisions are measured through indicators of product quality, brand loyalty, ease of access, and purchase preferences and convenience (Sugiyono.
The study population was residents of Sukabumi City aged 15 to 40 years who had purchased Ultra Milk after knowing Stray Kids as a brand ambassador.
The research sample was taken by purposive sampling of 200 respondents.
Primary data was collected using an online questionnaire distributed through Google Form to Ultra Milk consumers in Sukabumi City.
In addition, secondary data was collected through literature studies and documentation from relevant sources such as books, journals, and official reports (Kurniawan & Puspitaningtyas, 2016.
Darwin et al.
, 2021.
Gardenia, 2.
Data analysis was carried out using the Structural Equation Modeling (SEM) method using AMOS software.
The analysis stages include testing the validity and reliability of the instrument through Confirmatory Factor Analysis (CFA), multivariate normality test, and outlier detection.
Furthermore, full model testing and model modification are carried out based on the goodness of fit index.
Hypothesis testing is done by comparing the p value and critical ratio, and mediation testing using the Sobel Test to measure the indirect effect of mediating This approach allows simultaneous and comprehensive analysis of the relationship between variables in examining the influence of brand ambassadors and brand awareness on purchasing decisions (Siregar et al.
, 2.
RESULTS AND DISCUSSION
Respondent Description Respondents in this study were residents of Sukabumi City, consumers of Ultra Milk UHT milk products.
The research questionnaire was distributed online using the Google Form platform to consumers of Ultra Milk UHT milk products spread across Sukabumi City.
Data Description Data was obtained through a Google Form questionnaire distributed online via WhatsApp and X (Twitte.
Respondents were asked to access the link sent and then provide opinions according to personal experience while buying Ultra UHT milk Milk.
Data collection was carried out for 3 months to reach 200 respondents of Ultra Milk UHT milk consumers.
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Description of Respondent Characteristics The distribution of questionnaires to Ultra Milk UHT milk consumers in Sukabumi City resulted in various responses from the respondents.
Characteristics of respondents in this study are consumers of Ultra Milk UHT milk with a total of 200 respondents.
Characteristics of Respondents by Age The following are the characteristics of respondents based on age:
Table 2.
Respondent data based on age Age Number of Respondents Percentage 15-20 years old 21-25 Years 60,5% 26-30 Years 31-35 Years 6,5% 36-40 Years Total Source: Processed by Researchers, 2025 Based on table 2 above, it can be concluded that the majority of respondents in this study were respondents aged 21-25 years as many as 121 respondents or 60.
5% of the total number of respondents.
Characteristics of Respondents Based on Gender The respondent data based on gender can be seen in the table below:
Table 3.
Respondent Data Based on Gender Gender Number of Respondents Percentage Male Female Total Source: Processed by Researchers, 2025 Based on table 3 above, it can be concluded that the majority of respondents in this study were dominated by women with a total of 140 people or 70%.
Data Processing Results CFA Test of Exogenous Constructs In this study, exogenous constructs refer to the independent variable, namely Brand Ambassador (X) which includes four dimensions, namely Visibility.
Credibility.
Attraction.
Power.
There are twelve indicators used as instruments in this study.
Below is a second order confirmatory factor analysis model of exogenous constructs:
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Figure 1.
CFA Analysis of Exogenous Constructs Source: Data processing results, 2025 (AMOS version .
The CFA analysis of the exogenous variables shown in Figure 1 was tested using the Goodness of Fit (GoF) measure to assess the suitability of the model with the results presented in the following table:
Table 4.
Goodness of Fit of Exogenous Constructs Goodness of Fit
Cut of Value Analysis Result
X2 or Chi-Square Expected to be smaller
Significancy Probability >0,05 0,068 CMIN/DF <2,00 RMSEA
O0,08
0,041
GFI
>0,90
0,955
AGFI
>0,90
0,917
TLI
Ou0,95 0,975 CFI
>0,95
0,984
Source: Data Processing Results, 2025 (AMOS version .
Evaluation Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit Good Fit The results of CFA analysis of exogenous constructs are presented below:
Table 5.
Brand Ambassador Construct CFA Test Results (X) Dimensions X10
X11
X12
Total Loading Std Loading Factor (SLF) (SLF^.
Measurement Error
0,820
0,672
0,327
0,697
0,485
0,514
0,585
0,342
0,657
0,501
0,251
0,748
0,938
0,790
0,624
0,375
0,597
0,356
0,643
0,972
0,792
0,627
0,372
0,906
0,603
0,363
0,636
0,666
0,443
0,556
0,670
0,670
0,551
1,075
0,645
0,645
0,583
0,647
0,647
0,581
8,013
6,125
6,543
Source: Data processing results, 2025 (AMOS version .
AVE
0,859
0,898
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Based on table 5, the results of the exogenous construct CFA test show that all standardized loading factor (SLF) values of the brand ambassador variable are> 0.
This indicates that all indicators on these variables are valid.
In addition, the reliability test results show the value of CR = 0.
972> 0.
70 and VE = 0.
898> 0.
Thus, all indicators on the brand ambassador variable can be declared reliable.
CFA Test of Endogenous Constructs In this study, endogenous constructs refer to mediating variables and dependent variables, namely Brand Awareness (M) and Purchase Decisions (Y) which include nine dimensions, namely brand recognition, brand recall, top of mind, product choice, brand choice, choice of distributor, purchase amount, purchase time, payment method.
There are 27 indicators used as instruments in this study.
Below is a second order confirmatory factor analysis model of endogenous constructs:
Figure 2.
CFA Analysis of Endogenous Constructs Source: Data processing results, 2025 (AMOS version .
The CFA analysis of the endogenous variables shown in Figure 2 was tested using the Goodness of Fit (GoF) measure to assess the suitability of the model with the results presented in the following table:
Table 6.
Goodness of Fit of Exogenous Constructs Goodness of Fit
Cut of Value Analysis Result
X2 or Chi-Square Expected to be smaller
Significancy Probability >0,05 0,251 CMIN/DF <2,00 RMSEA
O0,08
0,17
GFI
>0,90
0,908
AGFI
>0,90
0,872
TLI
Ou0,95 0,993 CFI
>0,95
0,994
Source: Data Processing Results, 2025 (AMOS version .
Evaluation Good Fit Good Fit Good Fit Good Fit Good Fit Marginal Fit Good Fit Good Fit The data processing results above show that the endogenous constructs in this study are good fit.
According to Musannip et al.
, .
, a model can be considered feasible if one of the goodness of fit indicators has been met.
Even though the AGFI value is still 3454 | P a g e https://dinastipub.
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90, it is categorized as a marginal fit (Junaidi, 2.
The following are the results of the CFA analysis of endogenous constructs:
Table 7.
CFA Test Results of Brand Awareness (M) and Purchase Decisions (Y) Constructs Dimension Total
Y10
Y11
Y12
Y13
Y14
Y15
Y16
Y17
Y18
Total Loading Std Loading Factor (SLF) (SLF^.
Measurement Error
0,746
0,556
0,443
0,509
0,259
0,740
0,579
0,335
0,664
0,777
0,603
0,396
0,922
0,734
0,538
0,461
0,758
0,574
0,425
0,704
0,495
0,504
1,068
0,683
0,466
0,533
0,728
0,529
0,470
6,218
4,355
4,636
0,795
0,632
0,367
0,876
0,741
0,549
0,450
0,779
0,606
0,393
0,788
0,620
0,379
0,733
0,878
0,770
0,229
0,765
0,585
0,414
0,802
0,643
0,356
0,558
0,817
0,667
0,332
0,807
0,651
0,348
0,585
0,342
0,657
0,760
0,830
0,688
0,311
0,839
0,703
0,296
0,753
0,567
0,432
0,695
0,827
0,683
0,316
0,581
0,337
0,662
0,646
0,417
0,582
0,618
0,909
0,826
0,173
0,515
0,265
0,734
6,777
5,214
3,777
Source: Data processing results, 2025 (AMOS version .
AVE
1,008
1,025
0,908
0,548
1,042
Based on table 7, the endogenous construct CFA test results show that all standardized loading factor (SLF) values of the brand awareness and purchase decisions variables are> This indicates that all indicators on these variables are valid.
In addition, the reliability test results show the CR value of the brand awareness variable 1.
008>0.
70 and VE 025>0.
Meanwhile, the CR value of the purchase decisions variable is 0.
908>0.
70 and VE 0.
548>0.
Therefore, all indicators on the brand awareness and purchase decisions variables can be declared reliable.
Data Normality Test The following is the output of the data normality test results using AMOS version 29 Variable Table 8.
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Y18
Y17
Y16
Y15
Y14
Y13
Y12
Y11
Y10
X10
X11
X12
Variable Multivariate Source: Data processing results, 2025 (AMOS version .
Based on table 8 above, the normality test results show that all indicators univariately have a low skewness c.
r value, which is less than A 2.
58 and in multivariate c.
r kurtosis value is at 1.
277 which is less than A 2.
So it can be concluded that the data in this study is normally distributed both univariate and multivariate.
Outliers Test The results of the outliers test in this study were obtained through AMOS version 29 software and are presented in the following table:
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Table 9.
Outliers Test Observation number Mahalanobis d-squared Observation number Mahalanobis d-squared Source: Data processing results, 2025 (AMOS version .
Based on table 9 above, it can be concluded that all observations have a Mahalanobis d-squared value below 72.
06 and a p value> 0.
This shows that the data in this study meet the criteria set, namely that there are no multivariate outliers.
Full Model Test The results of testing the full model with AMOS version 29 are presented as follows:
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Figure 3.
Full Model Test Source: Data processing results, 2025 (AMOS version .
Based on the results of testing the full model above, this structural equation model cannot be said to be fit because there are still several indicators that do not meet the standard goodness of fit value.
In Figure 4.
4, the Chi- Square value = 1375.
181, where the smaller this value, the better the quality of the model.
Furthermore, the probability value is still far below the required limit of> 0.
Likewise, the GFI criteria are 0.
713>0.
AGFI
675>0.
TLI 0.
724Ou0.
CFI 0.
743>0.
In contrast.
CMIN/DF has met the criteria 996<2.
00 and RMSEA 0.
071O0.
Therefore, to obtain a model that is declared fit, it is necessary to modify the model.
Model Modification Test The following are the results of testing the full model after the modification process:
Figure 4.
Modification of the Full Structual Model Source: Data processing results, 2025 (AMOS version .
Based on Figure 4.
5 above, it can be seen that the Chi-Square value has decreased to 656,649 with a probability value increasing to 0.
038 and has met the criteria followed by CMIN/DF 1.
105 <2.
TLI 0.
971Ou0.
CFI 0.
977>0.
RMSEA 0.
023<0.
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the GFI value of 0.
863 and AGFI of 0.
840 are still below the ideal limit, this model is still considered feasible because most indicators have met the goodness of fit index standards (Musannip et al.
, 2.
SEM Hypothesis Test The following are the results of hypothesis testing:
Hypothesis Brand Ambassador Ie Brand Awareness Brand Awareness Ie Purchase Decisions Brand Ambassador Ie Purchase Decisions Brand Ambassador IeBrand Awareness IePurchase Decisions Table 10.
SEM Hypothesis Test Results HYPOTHESIS TEST
Standard
Estimate Estimate 0,757 0,177 Conclusion *** Supported 0,775 0,143 *** Supported 0,332 0,112 0,003 Supported Mediation Test
Influence Testing Direct
0,757
R = 3.
338 > 1.
Indirect
Brand Ambassador Ie Brand
0,000
Awareness Brand Awareness Ie Purchase 0,775 0,000 Decisions Brand Ambassador
0,332
0,587
Purchase Decisions Source: Data processing results, 2025 (AMOS version .
Supported Total
0,757
0,775
0,919
Hypothesis 1 H0: Brand Ambassador has no effect on Brand Awareness Ha: Brand Ambassador has an effect on Brand Awareness Based on table 10, it can be seen that the value of the critical ratio (CR) on the brand ambassador variable on brand awareness is 4,282> 1.
65 with a p value = 0.
000 <0.
it can be concluded in hypothesis 1 that H0 is rejected and Ha is accepted.
This means that the brand ambassador variable has a significant influence on the brand awareness variable.
Hypothesis 2 H0: Brand Ambassadors have no effect on Purchase Decisions Ha: Brand Ambassadors have an effect on Purchase Decisions Based on table 10, it can be seen that the value of the critical ratio (CR) on the brand ambassador variable on purchase decisions is 2.
977> 1.
65 with a p value = 0.
003 <0.
it can be concluded in hypothesis 2 that H0 is rejected and Ha is accepted.
This means that the brand ambassador variable has a significant influence on the purchase decisions Hypothesis 3 H0: Brand Awareness has no effect on Purchase Decisions Ha: Brand Awareness has an effect on Purchase Decisions Based on table 10, it can be seen that the value of the critical ratio (CR) on the brand awareness variable on purchase decisions is 5,412> 1.
65 with a p value = 0.
000 <0.
it can be concluded in hypothesis 3 that H0 is rejected and Ha is accepted.
This means that the brand awareness variable has a significant influence on the purchase decisions variable.
Hypothesis 4 H0: Brand Ambassador has no effect on Purchase Decisions 3459 | P a g e https://dinastipub.
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through brand awareness as a mediating variable Ha: Brand Ambassador affects Purchase Decisions through brand awareness as a mediating variable Hypothesis 4 was tested using the Sobel Test Calculator from the com website developed by Dr.
Daniel Soper to assess the effect of The test results with the tool are presented below:
Figure 5.
Sobel Test Calculator Test Results Source: Data processing results, 2025 .
Based on the figure above, it can be seen that the result is 3.
338> 1.
65 with the p value seen in the two-tailed probability showing a result of 0.
000 <0.
So it can be concluded in hypothesis 4 that H0 is rejected and Ha is accepted.
This means that the brand awareness variable has a significant influence in mediating between brand ambassador variables on purchase decisions.
Direct Effect.
Indirect Effect, and Total Effect Based on table 10, there are results of the direct effect of Brand Ambassador on Brand Awareness of 0.
Brand Awareness on Purchase Decisions 0.
775, and Brand Ambassador on Purchase Decisions 0.
So it can be concluded that the effect of Brand Awareness on Purchase Decisions is greater than the effect of Brand Ambassador on Brand Awareness and the effect of Brand Ambassador on Purchase Decisions.
In addition, there is no indirect effect from Brand Ambassador on Brand Awareness and Brand Awareness on Purchase Decisions.
However, what shows the indirect effect of the Brand Ambassador variable on Purchase Decisions is 0.
Table 10 shows the total effect of the Brand Ambassador variable on Brand Awareness of 0.
Brand Awareness on Purchase Decisions of 0.
775, and Brand Ambassador on Purchase Decisions of 0.
Discussion The analysis was carried out on the indicators of the independent variable .
rand ambassado.
, the mediating variable .
rand awarenes.
, and the dependent variable .
urchase decision.
through a questionnaire to 200 respondents.
Effect of Brand Ambassador (X) on Brand Awareness (M) After testing the hypothesis using AMOS version 29 software which refers to the regression weight table, it can be seen in table 10 that the results show C.
R = 4.
282> 1.
65 with p-value = 0.
000 <0.
Thus, the proposed hypothesis can be accepted because shows a significant relationship between brand ambassadors and brand awareness.
This result is in line 3460 | P a g e https://dinastipub.
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with the results of research conducted by (Ghadani et al.
, 2022.
Gunardi & Bungin, 2.
which states that brand ambassadors have a significant influence on brand awareness.
The Effect of Brand Ambassador (X) on Purchase Decisions (Y) After testing the hypothesis using AMOS version 29 software which refers to the regression weight table, it can be seen in table 10 that the results of C.
R = 2.
977> 1.
65 with a p-value = 0.
003 <0.
Thus, the proposed hypothesis can be accepted because it shows a significant relationship between brand ambassadors and purchase decisions.
These results are in line with the results of research conducted by (Maulana & Komala, 2024.
Prasetyo, 2016.
Sabila, 2.
which states that brand ambassadors have a significant influence on purchase The Effect of Brand Awareness (M) on Purchase Decisions (Y) After testing the hypothesis using AMOS version 29 software which refers to the regression weight table, it can be seen in table 10 that the results show C.
R = 5.
412> 1.
65 with a p-value = 0.
000 <0.
Thus, the proposed hypothesis can be accepted because it shows a significant relationship between brand awareness and purchase decisions.
This result is in line with the results of research conducted by (Pujianto et al.
, 2023.
Putri et al.
, 2022.
Setiawan et , 2.
which states that brand awareness has a significant influence on purchase decisions.
Mediating Effect of Brand Awareness (M) in the Brand Ambassador (X) relationship on Purchase Decisions (Y) Testing the role of mediation in this study was carried out using the Sobel Test Calculator developed by Dr.
Daniel Soper.
Based on the results displayed in Figure 4.
6, a value of 3.
65 was obtained.
Thus, it can be concluded that brand awareness significantly successfully mediates the relationship between brand ambassadors and purchase decisions.
Based on this explanation, it is known that the mediating effect of brand awareness in the relationship between brand ambassadors and purchase decisions has a greater value than the direct effect of brand ambassadors on purchase decisions .
338> 2.
So based on these results it can be concluded that the relationship between brand ambassadors on purchase decisions will be successful if mediated by brand awareness.
These results are in line with the results of research conducted by (Hanafi, 2022.
Yuseval et al.
, 2.
which states that brand awareness successfully mediates the relationship between brand ambassadors on purchase CONCLUSION Based on the research that has been conducted regarding the analysis of Brand Ambassadors on Purchase Decisions with Brand Awareness as a mediating variable, the following conclusions can be drawn:
Brand ambassadors have a significant effect on brand awareness among consumers of Ultra Milk products in Sukabumi City.
This shows that Stray Kids as brand ambassadors help increase brand awareness.
The selection of the right figure strengthens the trust and image of the product in the eyes of consumers.
Brand ambassadors have a significant effect on purchase decisions among consumers of Ultra Milk products in Sukabumi City.
This shows that brand ambassadors supported by the bonus photocard also encourage consumers to purchase various Ultra Milk variants to complete the collection.
Brand awareness has a significant effect on purchase decisions among consumers of Ultra Milk products in Sukabumi City.
This shows that brand names that are easily recognized 3461 | P a g e https://dinastipub.
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and remembered have an important role in increasing purchasing decisions because the name Ultra Milk is very familiar in the minds of consumers.
Brand awareness successfully mediates the relationship between brand ambassadors and purchase decisions among consumers of Ultra Milk products in Sukabumi City.
This proves that to increase consumer purchase decisions.
Ultra Milk must build brand awareness first and then after that brand ambassadors become another supporting factor that is effective in increasing purchase decisions.
REFERENCES