PENGARUH BRAND AMBASSADOR, PERILAKU KONSUMTIF, DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK ULTRA MILK (STUDI KASUS PADA YOUNG CONSUMER MUSLIM PENGGEMAR GRUP ITZY DI INDONESIA)

Abstract

The aim of this study is to find out whether brand ambassador, consumer behavior, and halal label influence the purchase decision of ultra-milk products in Indonesia. The research method used is quantitative descriptive using purposive sampling techniques with the subject of the research of the fan group Itzy in Indonesia. The results of the research showed that partially the variable brand ambassador and halal label did not influence the purchase decision due to the presence of the phenomenon of impulsive buying and the belief that Ultra Milk milk products are definitely guaranteed its validity and hygiene. However, consumer behavior has a partial influence on purchasing decisions. At the same time, brand ambassador, consumer behavior, and halal label influence the decision to purchase ultra-milk products in Indonesia