<![CDATA[This study aims to analyze the influence of brand ambassadors and fanaticism on the purchase decision of Indomilk x SEVENTEEN products with brand image as a mediating variable. This study is motivated by the modern marketing phenomenon that utilizes popular culture and the power of fandom as a brand communication strategy. The method used is a quantitative approach with a purposive sampling technique on 100 respondents who are members of the CARAT fandom and have purchased Indomilk x SEVENTEEN products. Data were collected through questionnaires and analyzed using Partial Least Squares (PLS). The results showed that brand ambassadors and fanaticism have a positive and significant effect on purchase decisions. In addition, brand ambassadors and fanaticism also have a positive and significant effect on brand image. Brand image is proven to have a positive effect on purchase decisions and is able to mediate the relationship between brand ambassadors and fanaticism with purchase decisions. These findings indicate that the success of collaborative marketing strategies is not only influenced by the popularity of public figures, but also by consumers' emotional attachment that can form a positive brand image and encourage purchase decisions. This study provides implications for companies in designing marketing strategies that combine the use of brand ambassadors, fandom management, and strengthening brand image to improve consumer purchasing decisions.]]>
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