Abstract:
At first, a brand was not considered as an important aspect for consumers when choosing an item to fulfill their needs. But
as the time goes by, a brand is important because it reflects the character of the consumer. To give the image towards the
brand, there are many strategies that can be done, one of them is using a brand ambassador. This research attempted to
investigate the influence of a brand ambassador toward brand image of Wardah Cosmetic (as the first halal cosmetic in
Indonesia) among President University Student. The method used in this research is quantitative method by conducting
online survey and collecting responses from 102 President University Student. This research concludes that a brand
ambassador has a significant influence on brand image and there is simultaneous influence between all the independent
variable and dependent variable. The results of this research show the influence of a brand ambassador toward brand image
is 71.8%
