<![CDATA[The Korean Wave phenomenon encourages companies to utilize K-pop idols as brand ambassadors to strengthen brand image and increase consumer purchasing decisions. One of these strategies is realized through the collaboration of Indomilk Your Way Korean Series with SEVENTEEN as brand ambassadors. This study aims to analyze the influence of brand ambassadors and brand image on purchasing decisions of Indomilk Your Way Korean Series products among SEVENTEEN fans (CARAT) in Surabaya. The study used a quantitative approach with an explanatory method. The study population was 4,501 members of the CARAT Surabaya community on the Instagram account @carat_surabaya, with a sample of 98 respondents selected using a purposive sampling technique based on the Slovin formula. The research instrument was a four-level Likert scale questionnaire. Data analysis was carried out using validity tests, reliability tests, normality tests, multicollinearity tests, multiple linear regression, t-tests, F-tests, and coefficients of determination with the help of IBM SPSS. The results showed that brand ambassadors had a positive and significant effect on purchasing decisions, while brand image had a significant effect with a negative relationship. Simultaneously, both variables have a significant effect on purchasing decisions with an R² value of 0.377. The conclusion of the study confirms that the use of credible brand ambassadors is more dominant in influencing purchasing decisions than brand image in the CARAT Surabaya community.]]>
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