PENGARUH BRAND AMBASSADOR TERHADAP MINAT BELI PRODUK MS GLOW FOR MEN MELALUI SIKAP PADA IKLAN SEBAGAI VARIABEL MEDIASI (STUDI PADA MAHASISWA DI UNIVERSITAS MUHAMMADIYAH MALANG)

The purpose of this study was to determine the influence of brand ambassadors on product buying interest through attitudes to advertisements as a mediating variable in students at the University of Muhammadiyah Malang. This research uses quantitative methods. Determination of samples using the purposive sampling method so that the research sample was 100 students of the management study program of the University of Muhammadiyah Malang from the class of 2017 to 2021. Collection technique using questionnaires. The data analysis method used is path analysis using the SPSS program and the Sobel test. The results showed that brand ambassadors have a significant effect on attitudes to advertisements, brand ambassadors have a significant effect on product buying interest, attitudes to advertisements have a significant effect on product buying interest and brand ambassadors have a significant effect on product buying interest through attitudes to advertisements as a mediating variable in students using MS Glow For Men at the University of Muhammadiyah Malang.