<![CDATA[Marketing is a very crucial aspect in a company directly dealing with consumers. Good marketing management in the company increases optimal purchasing decisions to achieve company goals. To achieve maximum purchasing decisions, it is necessary to pay attention to the importance of brand ambassadors and brand awareness. The purpose of this study is to determine the effect of the variable brand ambassador, brand awareness on purchasing decisions for Maybelline lipstick products in Sidoarjo Regency. Using purposive sampling technique as the determination of sampling based on standards. SEM partial least square (PLS) system was used as a tool to analyze the data. This study shows that brand ambassadors have an insignificant positive effect on purchasing decisions. Meanwhile, brand awareness has a significant positive effect on purchasing decisions.]]>
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