The influence of brand ambassadors and brand image on the intention to buy food products

The important role of digital era consumers in making the buying process is quite different from before. Therefore, it necessary to do research on effect Brand Ambassadors and brand image Purchase Intention purchase frozen food. population this study people who live South Tangerang with a sampling technique form purposive 120 respondents. This uses AMOS SEM data analysis techniques. results say that ambassadors have an consumer interest factor has greatest influence interest.