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The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Intention

This study was conducted to determine the effect of brand ambassador, brand, product quality, and price to purchase intention. In this study, researchers recruited 200 respondents in the city. This research was conducted within two months from October to November. This research method used survey method with approach to causation. Data collection through literature and questionnaires. Data were analyzed using SmartPLS software version 3, PLS (Partial Least Square) with structural equation analysis (SEM). The results showed that the variables that have a major influence on the surchase intention is the price. Meanwhile, the variables that have a low impact on the purchase intention is the brand ambassador.