Pengaruh Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Wardah Lipstick Exclusive Matte Lipcream (Studi Kasus Konsumen Pada Toko Fajar Cosmetic Pekanbaru)

Based on existing data, Wardah provides a good brand image for Wardah Exclusive Matte Lip Cream products and features brand ambassadors / celebrities who are familiar with Wardah Exclusive Matte Lip Cream advertisements. This study aimed to see the effect of brand image and brand ambassador on purchasing decisions for Wardah Lipstick Exclusive Matte Lip Cream (a case study of consumers at Fajar Cosmetic's shop in Pekanbaru. The population in this study were all consumers who purchased Wardah Lipstick Exclusive Matte Lip Cream at Fajar Cosmetic. Dipekanbaru, while the total sample was taken as many as 50 consumers. Sampling technique used was purposive sampling. The data was tested using t test and coefficient of determination by using SPSS 20. The results of the study showed that brand image and brand ambassador had a significant effect on the purchase decision of Wardah Exclusive Lipstick Matte Lip Cream