Abstract
In the food industry, especially in the type of snack or snack, Snacks are a food category that is currently available in many varieties and is well-liked by all consumers. By using 102 customers as research samples, this study aims to ascertain the impact of brand ambassadors, brand image, and product quality on purchasing decisions for Mister Potato snack products. In order to collect data for this study, questionnaires were distributed and analyzed using SEM PLS. Purposive sampling was the sampling method utilized in this investigation, which used a nonprobability sampling strategy. The findings demonstrated that Mister Potato snack food purchases in Surabaya are positively and significantly influenced by brand ambassadors, brand image, and product quality. It is possible to say that something is significant (positive) because it supports the hypothesis.
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