Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Brand Image, dan Harga terhadap Minat Beli Sikat Gigi Formula di Kabupaten Majalengka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, dan teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 150 responden yang pernah menggunakan atau mengetahui produk Sikat Gigi Formula. Teknik analisis data yang digunakan meliputi analisis deskriptif, uji asumsi klasik, analisis regresi linear berganda, uji koefisien determinasi (R²), uji simultan (uji F), dan uji parsial (uji t) dengan bantuan program SPSS versi 27. Hasil penelitian menunjukkan bahwa: 1) Brand Ambassador, Brand Image, dan Harga secara simultan berpengaruh signifikan terhadap Minat Beli Sikat Gigi Formula. 2) Brand Ambassador berpengaruh positif dan signifikan terhadap Minat Beli. 3) Brand Image berpengaruh positif dan signifikan terhadap Minat Beli. 4) Harga berpengaruh positif dan signifikan terhadap Minat Beli.
Kata Kunci: Brand Ambassador, Brand Image, Harga, Minat Beli, Sikat Gigi Formula.

This study aimed to analyze the influence of Brand Ambassador, Brand Image, and Price on the Purchase Intention of Formula Toothbrushes in Majalengka Regency. This study employed a quantitative approach using a survey method, and data were collected through questionnaires distributed to 150 respondents who had used or were familiar with Formula Toothbrush products. The data analysis techniques included descriptive analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), simultaneous testing (F-test), and partial testing (t-test) using SPSS version 27. The results showed that: (1) Brand Ambassador, Brand Image, and Price simultaneously had a significant effect on the Purchase Intention of Formula Toothbrushes; (2) Brand Ambassador had a positive and significant effect on Purchase Intention; (3) Brand Image had a positive and significant effect on Purchase Intention; and (4) Price had a positive and significant effect on Purchase Intention. Based on the findings, companies were recommended to optimize the use of brand ambassadors, strengthen brand image, and maintain competitive pricing strategies to increase consumers' purchase intention toward Formula Toothbrush products.

Keywords: Brand Ambassador, Brand Image, Price, Purchase Intention, Formula Toothbrush.