<![CDATA[Abstrak Penelitian bertujuan untuk menganalisis pengaruh penggunaan Korean brand ambassador, brand image, dan label halal terhadap impulsive buying konsumen susu indomilk. Metode penelitian ini dilakukan dengan pendekatan kuantitatif dengan data primer yang diperoleh melalui kuesioner yang disebarkan secara online. Pengambilan sampel menggunakan teknik purposive sampling dengan total responden sebanyak 160 responden. Pengolahan data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) versi 4.0. Penelitian ini menghasilkan temuan bahwa penggunaan Korean brand ambassador tidak berpengaruh baik terhadap impulsive buying konsumen susu indomilk. Sementara itu, brand image berpengaruh secara signifikan terhadap impulsive buying konsumen susu indomilk. Label halal tidak memiliki pengaruh terhadap impulsive buying konsumen susu indomilk. Kata Kunci: Brand Ambassador, Brand Image, Label Halal, Impusive Buying Abstract This study aims to analyze the influence of using a Korean brand ambassador, brand image, and halal label on the impulsive buying behavior of Indomilk consumers. The research was conducted using a quantitative approach, with primary data obtained through online questionnaires. The sampling technique used was purposive sampling, with a total of 160 respondents. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4.0. The findings reveal that the use of a Korean brand ambassador does not have a significant effect on the impulsive buying behavior of Indomilk consumers. Meanwhile, brand image has a significant influence on impulsive buying. The halal label, however, does not show any significant effect on the impulsive buying behavior of Indomilk consumers. Keywords: Brand Ambassador, Brand Image, Label Halal, Impulsive Buying]]>
