The Influence of Brand Ambassador Yuki Kato on the Purchase Decision of Senka Perfect Whip

A brand ambassador is an effort made by a company to convey or promote its product through celebrity as someone who promotes advertisements present the best image of with aim that advertised immediately accepted consumers and invites want use product. This study aims determine effect Yuki Kato's on purchasing decision Senka Perfect Whip. uses stimulus-response theory quantitative methods distributing questionnaires 400 respondents followers @yukikt Instagram account. indicates influence ambassadors from four indicators, namely visibility, credibility, attractiveness, strength. In addition, decisions consist two indicators: attitude change behavior change.