<![CDATA[The purpose of this study was to determine the effect of brand ambassadors and product design on the purchase intention Erigo’s fashion products. This study uses a quantitative research design. The population of this research is Instagram followers @erigostore. The number of samples is 100 respondents. The sampling technique uses purposive sampling using the respondent's criteria, namely the respondent's age is at least 15-35 years and followers Instagram @erigostore. The results of the partial test (t test) with a significant level of 5% show a significance result of 0.000 and 0.000 <0.05, which means that the brand ambassador and product design variables have a significant effect on purchase intention. In the results of the f test, a significant result is 0.000 <0.05, which states that the brand ambassador and product design variables together have a significant effect on the purchase intention Erigo’s fashion products.]]>
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