Brand Ambassador and Brand Personality on Decision to Purchase Nature Republic in Karawang

Cosmetics have become a necessity for society, especially women. The country that is currently famous its cosmetic products South Korea. Korean product in Indonesia Nature Republic. In 2019, republic's sales experienced very drastic decline. Strategies can be used to increase are Brand Ambassador and Personality. method this research quantitative methods. This uses descriptive with approach. A sample of 270 respondents. sampling technique was stratifed sampling. results showed Personality had strong enough correlation, namely 48.8%, partially purchasing decisions an effect 7.6%, on 54.9% simultaneously Purchase Decision by 62.5%. Meanwhile, 37.5% influenced other variables which were not researched. There Partial Influence (X2) Decisions (Y) Republic Users Karawang Regency 0.549 or 54.9%. shows contributes has positive Purchasing (Y). simultaneous influence (X1) 0.625 62%, while the remaining studied. together Company's User Regency.