This study delves into "The Influence of Brand Ambassador in Shaping Brand
Image in Driving Consumer Purchase Intentions," focusing on Scarlett Whitening
brand. Through a quantitative research methodology, the relationships between
variables such as Brand Ambassador (Credibility, Specialty, Attractiveness and
Congruence), Brand Image, and Purchase Intention are examined using statistical
tests and data gathered from distributed questionnaires. An online survey was
conducted using a 5-point Likert scale questionnaire to collect data from 200
participants. The data was further analyzed with Structural Equation Modeling -
Partial Least Squares. The findings suggest that congruence in brand ambassadors
in the brand might impact the image of the brand, besides that the credibility and
specialty of the brand ambassadors can influence the intention people to making a
purchase. However based on this study the credibility, specialty and attractiveness
did not influence the brand image. Additionally the attractiveness and congruence
of the brand ambassador also did not influence the intention people to making a
purchase and brand image did not mediating the brand ambassador toward the
purchase intention. The objective of the study is to identify the complex
relationships between these elements and investigate the function of brand image
as a mediator in the link between purchase intention and brand ambassador. By
investigating the impact of brand ambassadors on consumer