<![CDATA[The fashion industry has experienced significant growth along with the rapid development of digital technology and social media, leading to increasingly competitive market conditions and changes in consumer purchasing behavior. In this situation, companies are required to implement effective marketing strategies to attract consumers and improve purchasing decisions. This study aims to analyze the influence of brand ambassadors and brand image on purchasing decisions for fashion products through a literature review approach. The research method used in this study is descriptive qualitative by reviewing various scientific journals, articles, and previous studies related to brand ambassadors, brand image, and purchasing decisions. The findings indicate that brand ambassadors generally have a positive and significant influence on purchasing decisions because they are able to increase consumer trust, interest, and attraction through their popularity, credibility, and communication skills. In addition, brand image also plays an important role in influencing purchasing decisions because consumers tend to choose products with a positive image, good reputation, and strong brand associations. However, several studies reveal that brand image does not always significantly influence purchasing decisions due to the presence of other factors such as price, product quality, and consumer preferences. The results of this study imply that fashion companies need to select appropriate brand ambassadors and consistently build a positive brand image in order to strengthen consumer trust and improve purchasing decisions in the competitive fashion market.]]>
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