Analysis of Stray Kids Brand Ambassadors on Purchase Decisions with Brand Awareness as a Mediating Variable

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.R = 4.282 > 1.65 with p-value = 0.000 1.65 with a p-value = 0.003 1.65 with a p-value = 0.000 1.65 with p-value= 0.000< 0.05). Thus, brand awareness is able to bridge the influence of brand ambassadors on purchase decisions among Ultra Milk consumers in Sukabumi City.