The Influence of Brand Ambassadors and Digital Marketing on Consumer Purchasing Decisions of Richoco Vegetable Products
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This study aims to determine the influence of Brand Ambassador and Digital Marketing on Consumer Purchasing Decisions on Nabati Richoco products. In an increasingly competitive digital world, Companies are required to have marketing strategies that can attract the attention of consumers, especially among young people. The method used in this study is a descriptive quantitative approach by conducting a survey through an online questionnaire distribution to respondents who have purchased Nabati Richoco products and know Aespa as a Brand Ambassador. Sampling was carried out using a purposive sampling technique, and data analysis was carried out using multiple linear regression processed with the IBM SPSS version 22 program. The results of this study indicate that the Brand Ambassador variable and the Digital Marketing variable have a significant influence on Consumer Purchasing Decisions, both separately and together. Collaboration with public figures with the right target market and strategic use of digital media has proven effective in building interest and purchasing decisions. This study provides an understanding of the importance of modern marketing strategies in influencing consumer behavior and becomes a reference for Companies in designing more appropriate promotional strategies.
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