<![CDATA[Strong business competition encourages companies to implement marketing strategies to attract attention and influence consumer decisions. Two strategies are widely applied: Brand Ambassadors and viral marketing through digital media. This study aims to determine and analyze the influence of NCT Brand Ambassadors and viral marketing strategies on purchasing decisions for TicTac products of PT Dua Kelinci in the Jabodetabek area, partially and simultaneously. The study uses a survey method. Data were obtained through questionnaires from 100 respondents selected using purposive sampling. Respondents were residents of the Jabodetabek area who knew and had purchased or consumed TicTac products, and had seen TicTac promotions related to NCT/Jaehyun or viral marketing strategies. Data were analyzed using SPSS version 26 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination. Results show that the Brand Ambassador has a positive and significant effect on purchasing decisions, with a t-value of 17.073 greater than the t-table value of 1.984 and a significance value of 0.000 < 0.05. The viral marketing strategy also has a positive and significant effect, with a t-value of 27.858 > 1.984 and a significance value of 0.000 < 0.05. Simultaneously, both variables have a positive and significant effect on purchasing decisions, with an F-value of 476.269 > F-table 3.09 and a significance value of 0.000 < 0.05. The R Square value of 0.908 or 90.8% indicates that both variables jointly explain variation in purchasing decisions, while 9.2% is explained by other factors not further examined in this study.]]>
