PENGARUH BRAND AMBASSADOR DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Mie Sedaap Korean Spicy Chicken di Kota Malang)

This study aims to analyze the influence of brand ambassadors and brand image on purchasing decisions through purchase interest as a mediating variable on Mie Sedaap Korean Spicy Chicken products in Malang City. The method used is quantitative research with an explanatory research approach. The research sample consisted of 150 respondents (n = 150) selected using a purposive sampling technique. Data analysis was carried out using Structural Equation Modeling–Partial Least Square (SEM-PLS). The variables analyzed include brand ambassadors (visibility, credibility, attraction, power), brand image (recognition, reputation, affinity), purchase intention (exploratory, preferential, referential, transactional), and purchase decisions. The results showed that brand ambassadors and brand image had a positive and significant effect on purchase interest and purchase decisions (t> 1.96; p < 0.05). Purchase interest also had a positive and significant effect on purchase decisions and was proven to mediate the influence of brand ambassadors and brand image on purchase decisions. The R² values of 0.527 for purchase decisions and 0.562 for purchase interest indicate the model's explanatory power is in the moderate category, while a Q² value > 0 indicates good predictive power. Theoretically, this study strengthens the concept of consumer behavior that purchase intentions act as a mediating variable between marketing stimuli and purchase decisions. Practically, these results provide implications for companies to optimize the selection of brand ambassadors and strengthen brand image to increase consumer interest and purchase decisions. These findings emphasize the importance of an integrated marketing communications strategy in building consumer trust and confidence.