The influence of brand image and brand awareness on purchasing decisions is moderated by brand ambassador

This study aims to examine the effect of brand image and awareness on purchasing decisions moderated by ambassadors for Seiko 5 Sports watch products. A sample 100 respondents data were processed using Smart PLS 3 program. Brand image, awareness, all had a direct significant positive decisions, according findings. are unable moderate impact decisions. adds body knowledge/theory about relationship between ambassadors, as well presents novel ambassador approach moderator variables.