<![CDATA[The Hallyu phenomenon has driven the widespread use of K-Pop idols as brand ambassadors in Indonesia’s food and beverage industry. One example is reflected in the decision of FIESTA Ready To Go Sausage to collaborate with the boy group TREASURE amid the declining trend of the brand’s Top Brand Index from 2021 to 2025. This study aims to analyze the influence of TREASURE as a Brand Ambassador and Brand Image on Purchase Intention, both partially and simultaneously. The theoretical framework includes the concept of brand ambassador based on the VisCAP model (Rossiter & Percy), brand image according to Alexander L. Biel with the dimensions of Corporate Image, User Image, and Product Image, and purchase intention according to Ferdinand. This study employed a quantitative method using a Likert-scale questionnaire distributed to 100 respondents who follow the official FIESTA Ready To Go Instagram account, selected through purposive sampling and the Slovin formula. Data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results show that Brand Ambassador has a negative and significant partial effect (β = -0.140; Sig. = 0.020), Brand Image has a positive and significant effect (β = 0.978; Sig. = 0.000), and both variables have a significant simultaneous effect with a contribution of 75.6%. It can be concluded that Brand Image is the dominant predictor of Purchase Intention, while the effectiveness of the Brand Ambassador needs to be evaluated through improving the congruence between the ambassador’s image and the product’s positioning. ]]>
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