Pengaruh Brand Image, Brand Trust, Dan Brand Ambassador Terhadap Keputusan Pembelian Smartphone Merek Vivo

This study aims to determine the effect of brand image, brand trust, and brand ambassador on purchasing decisions of Vivo brand smartphones. This research is a quantitative research using primary data in the form of questionnaire results. The results of the data processed using SPSS 25 indicate that partially brand image has an insignificant negative effect, while brand trust and brand ambassadors have a positive and significant effect on purchasing decisions