<![CDATA[This study aims to determine the extent of the influence of brand ambassador Fujianti and brand image on purchase intention for Nufaceid products. The study employs a quantitative approach using a survey method. The population consists of Nufaceid consumers aged 18–25 who actively follow the brand's updates featuring Fujianti as the brand ambassador. A saturated sampling technique was used, involving 45 respondents. Data collection was conducted via questionnaires, and data analysis was performed using multiple linear regression. The t-test results indicate that the Brand Ambassador (X1) has a significant effect on Purchase Intention (Y), with a t-count of 3.045 exceeding the t-table value of 2.018. Brand Image (X2) also significantly affects Purchase Intention (Y), with a t-count of 2.364 exceeding the t-table value of 2.018. The F-test results show an F-count of 51.156, which is greater than the F-table value of 3.22; this indicates that Brand Ambassador and Brand Image simultaneously have a significant effect on consumer purchase intention regarding Nufaceid products.]]>
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