Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Konsumen Sabun Lux Di Surakarta

This study aims to analyze the effect of brand ambassador and brand image on consumer buying interest consumers using Lux soap. The population and sample of this study were consumers of Surakarta’s people who used Lux soap and the number of respondents as samples in this study were 200 respondents. The type of data used in this study is primary data. Data collection method using a questionnaire. Data analysis uses multiple linear regression. The results of the analysis in this study show that brand ambassador has a negative effect on buying interest and brand image has a positive and significant effect on purchase interest