THE ROLE OF THE BRAND AMBASSADOR IN PURCHASING DECISIONS ON A PRODUCT PERAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA SUATU PRODUK Section Articles

Abstract

This research uses a descriptive qualitative research method with a library study that describes the strategies that must be used in the increasingly advanced digital era. This research uses various written sources such as articles, journals, library studies and documents that are relevant to this research. To increase sales in this increasingly advanced digital era, the main strategy that can be used is to use brand ambassadors who have a lot of influence in the digital world or social media to get consumer attention and obtain consumer purchasing decisions