Brand Ambassador's Impact, Promotion on the Decision of Purchase of Nature Republic Products through Brand Image

This study aims to determine the influence of brand ambassadors and promotions on purchasing decisions for Nature Republic products. In addition, this study is also to determine whether brand image mediates between brand ambassadors, the promotion of purchasing decisions for Nature Republic products, and their review from an Islamic point of view. The population in this study were buyers of Nature Republic products, with a total sample of 95 respondents. The sampling technique used non-probability sampling methods, with the purposive sampling technique through distributing questionnaires. The data analysis method was carried out using path analysis through the SPSS 22 for Windows program. The results showed that: brand ambassadors have a positive and significant effect on brand image; promotion has a positive and significant effect on brand image; brand ambassadors have a positive and significant effect on purchasing decisions; promotion has a positive and significant effect on purchasing decisions; and purchase interest has a positive and significant effect on purchasing decisions. purchase decisions, brand image mediates the influence of brand ambassadors on purchasing decisions, and brand image mediates the effect of promotion on purchasing decisions. According to the Islamic view, buying and selling must prioritize honesty in providing information in promotions carried out to customers and maintaining the good name of the company in the eyes of consumers in order to maintain customer trust, so that it is easy to make decisions to buy the products offered.