PENGARUH MEDIA IKLAN, BRAND AMBASSADOR, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (Studi Kasus Konsumen Mahasiswa Universitas Pelita Bangsa Cikarang Prodi Manajemen)

Community activities have returned to normal after two years of Indonesia being affected by the Covid Outbreak - 19. Teenagers do a lot of activities that require them to be outdoors, resulting in the accumulation of dirt and dust on the face which can cause facial skin to become dull, and have an impact on their appearance and self-confidence, this of course will not be separated from a product that can clean and care for facial skin. One of the companies that compete in facial cleansing products is PT Paragon Technology and Innovation (PTI) with the Wardah product brand. Based on Top Brand data, Wardah face wash soap is ranked the fourth most widely used face wash soap. The purpose of this study was to test whether advertising media, brand ambassadors, prices have an effect on purchasing decisions for Wardah products with a total population in this study of 1,331 but after calculating using the slovin formula, a sample size of 93 people was obtained. Using a questionnaire method in data collection and tested using SmartPLS 3.0 software. Resulting in the influence of advertising media has a positive and significant effect, the influence of brand ambassadors has a positive and insignificant effect, price has a significant positive effect.