The Influence of Brand Ambassadors and Customer Trust on Purchasing Decisions in Marketplace “Shopee”


Authors : Adrian Alaric Alkautsar; Dra. Ec. Nuruni Ika Kusuma

Volume/Issue : Volume 9 - 2024, Issue 6 - June

Google Scholar : https://tinyurl.com/43z9kxsa

Scribd : https://tinyurl.com/4y87a6tv

DOI : https://doi.org/10.38124/ijisrt/IJISRT24JUN111

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Abstract : This study aimed to investigate the impact of brand ambassadors and customer trust on purchasing decisions within the context of Shopee. Using a quantitative approach, the research involved 60 Shopee consumers as respondents. Data analysis employed Partial Least Square (PLS) analysis within Structural Equation Modeling (SEM). The findings revealed that both brand ambassadors and customer trust positively and significantly influence purchasing decisions.

Keywords : Brand Ambassador; Customer Trust; Purchase Decision.

References :

  1. Agus Sriyanto, A. W. K. (2019). The Influence of Brand Ambassadors, Purchase Interest, and Testimonials on Purchasing Decisions (Study on Shopee Indonesia's Online Shopee Buying and Selling Site at Budi Luhur University February - April 2018 Period). 8(1), 21-34.
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  3. Damra Gusdaputra et al (2022). The Effect of Brand Ambassador, Trust, Price and Product on Purchasing Decisions at Shopee Indonesia (Case Study of Pekanbaru Students). e-Journal of Economic Appreciation. Vol 11 No. 1
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This study aimed to investigate the impact of brand ambassadors and customer trust on purchasing decisions within the context of Shopee. Using a quantitative approach, the research involved 60 Shopee consumers as respondents. Data analysis employed Partial Least Square (PLS) analysis within Structural Equation Modeling (SEM). The findings revealed that both brand ambassadors and customer trust positively and significantly influence purchasing decisions.

Keywords : Brand Ambassador; Customer Trust; Purchase Decision.

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