PENGARUH BRAND AWARENESS DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN ADIDAS DI KOTA SURABAYA

The fashion industry in Indonesia has experienced rapid growth, marked by intense competition among both international and local brands. Adidas, as one of the leading global brands, faces challenges due to a decline in its brand index in recent years, which necessitates effective marketing strategies to sustain consumer loyalty. This study aims to analyze the influence of brand awareness and brand ambassador on consumer purchase decisions for Adidas products in Surabaya. A quantitative research approach was employed, utilizing the Partial Least Square (PLS) method to examine the relationships among variables. The population of this study consists of Adidas consumers in Surabaya, with samples selected through purposive sampling techniques. Data were collected using questionnaires and tested for validity and reliability prior to analysis. The findings are expected to demonstrate that brand awareness plays a crucial role in building consumer trust and brand image, while brand ambassadors strengthen emotional connections between consumers and the brand. This research contributes theoretically to marketing management and consumer behavior studies, while also providing practical insights for companies in designing more effective marketing strategies. Specifically, the study highlights the importance of optimizing brand awareness and carefully selecting brand ambassadors to enhance consumer purchase decisions in the dynamic fashion market.