As a beauty brand that has been present since 1913, Maybelline New York has developed a brand image. To its consumers, Maybelline New York is fun, inspiring and empowers women to put their best face forwards, creating a glamor image. In 2015, Maybelline New York appointed Gigi Hadid as brand ambassador as an application of word-of-mouth marketing effectiveness. Leverage of brand ambassador and a secured brand image have succeeded Maybelline New York in winning business in the beauty industry for decades, until COVID-19 occurred and spread worldwide. With a consumer behavioral change due to the COVID-19 pandemic, this research aims to perceive partial and simultaneous influence of brand ambassador and brand image on purchase decision. Referring to Cochran formula, research data is obtained from 96 respondents through questionnaire and analyzed quantitatively based on Elaboration Likelihood Model. Multiple- regression analysis result shows that every unit increase of brand ambassador influences purchase decision increase by 1.073, and 0.435 increase on purchase decision of brand image. Brand ambassador is found to be the dominating influence factor on purchase decision. Brand ambassador and brand image contributed 50.9% influence on purchase decision, while the rest of 49.1% are contributed by other factors. Partially, brand ambassador stands a significant influence on purchase decision, while brand image stands an insignificant influence. Simultaneously however, brand ambassador and brand image stands a significant influence on purchase decision. Elaboration Likelihood Model theory test show consumer is more likely to use peripheral thinking when deciding to make purchase.

Keywords: brand ambassador, brand image, purchase decision, Elaboration Likelihood Model, Maybelline New York, COVID-19 pandemic, marketing communications