Abstract
The purpose of this study was to determine and analyze the influence of brand ambassadors and product innovation on consumer loyalty through purchasing decisions as intervening variables. The research was conducted on Samsung cellphone consumers in Binjai City. The research population is 159 respondents who use Samsung cellphones. Samples were taken using the slovin formula of 114 respondents. Data analysis was carried out by means of path analysis using the SPSS program. The results of sub-1 analysis prove that brand ambassadors and product innovation have a significant effect on purchasing decisions. The results of sub-2 analysis prove that brand ambassadors and product innovation have a significant effect on customer loyalty through purchasing decisions. Keywords: Brand ambassadors, product innovation, purchasing decisions, consumer loyalty.
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