THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE AND BRAND AWARENESS ON PURCHASE DECISIONS CONSUMERS OF SHOPEE MARKETPLACE

Authors

  • Fadilla Putri Erliana Universitas Tulungagung
  • Nurani Universitas Tulungagung

DOI:

https://doi.org/10.36563/bemj.v4i1.1527

Keywords:

Brand Ambassador, Brand Image, Brand Awareness, Consumer Purchasing Decisions

Abstract

Globalization and the development of science and technology have changed the lifestyle and needs of people around the world. Technology, especially information and communication via the internet, facilitates human activities. Social media plays an important role in education, entertainment, and business. In Indonesia, many people have switched from conventional shopping to online shopping, especially in the Marketplace. Reviews on the internet also influence purchasing decisions. This study analyzes the influence of Brand Ambassador, Brand Image, and Brand Awareness on consumer purchasing decisions in the Shopee Marketplace. The object of this study is Shopee Marketplace consumers related to Brand Ambassador, Brand Image, Brand Awareness, and purchasing decisions. This study uses a quantitative approach, the type of research is positivism philosophy, the sample in this study uses the purposive sampling method and data collection using the questionnaire method, literature study, and observation. The results show that all variables have a significant effect on purchasing decisions, different from previous studies

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References

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Desy Hertinsyana. (2024). Pengaruh Brand Ambassador, Awareness Dan Image Terhadap Keputusan Pembelian Pada Pengguna E-Commerce Shopee Di Wilayah Jabodetabek. Jurnal Ekonomi Dan Manajemen, 3(1), 32–43. https://doi.org/10.56127/jekma.v3i1.1224
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Malik, R. A., & Jatmiko, J. (2023). Pengaruh Korean Wave dan Brand Ambassador terhadap Keputusan Pembelian melalui Citra Merek pada Bukalapak. Cakrawala Repositori IMWI, 6(3), 1–11. https://doi.org/10.52851/cakrawala.v6i3.319
sugiyono. (2019). Variabel Independen. STEI-University.
Yonatan, A. Z. (n.d.). Makin Maju, Pertumbuhan E-Commerce Indonesia yang Diprediksi Tertinggi di Dunia. https://data.goodstats.id/statistic/makin-maju-pertumbuhan-e-commerce-indonesia-yang-diprediksi-tertinggi-di-dunia-QiN5h
Ahdiat, A. (n.d.). Jumlah Pengguna E-Commerce di Indonesia Meningkat 2020-2024. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/6707a52f50651/jumlah-pengguna-e-commerce-di-indonesia-meningkat-2020-2024
Arikunto, S. (2010). Prosedur penelitian suatu pendekatan praktek. (No Title).
Christy, F. E. (n.d.). Prediksi Angka Pengguna E-commerce di Indonesia 2024. https://www.tempo.co/data/data/prediksi-angka-pengguna-e-commerce-di-indonesia-2024-248394
Desy Hertinsyana. (2024). Pengaruh Brand Ambassador, Awareness Dan Image Terhadap Keputusan Pembelian Pada Pengguna E-Commerce Shopee Di Wilayah Jabodetabek. Jurnal Ekonomi Dan Manajemen, 3(1), 32–43. https://doi.org/10.56127/jekma.v3i1.1224
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Dan, S. (2017). Spss. Semarang: Badan Penerbit Universitas Diponegoro.
Malik, R. A., & Jatmiko, J. (2023). Pengaruh Korean Wave dan Brand Ambassador terhadap Keputusan Pembelian melalui Citra Merek pada Bukalapak. Cakrawala Repositori IMWI, 6(3), 1–11. https://doi.org/10.52851/cakrawala.v6i3.319
sugiyono. (2019). Variabel Independen. STEI-University.
Yonatan, A. Z. (n.d.). Makin Maju, Pertumbuhan E-Commerce Indonesia yang Diprediksi Tertinggi di Dunia. https://data.goodstats.id/statistic/makin-maju-pertumbuhan-e-commerce-indonesia-yang-diprediksi-tertinggi-di-dunia-QiN5h

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Published

2025-06-30

Issue

Vol. 4 No. 1 (2025)

Section

Articles

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How to Cite

THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE AND BRAND AWARENESS ON PURCHASE DECISIONS CONSUMERS OF SHOPEE MARKETPLACE. (2025). BEMJ: Business, Entrepreneurship, and Management Journal, 4(1), 1-13. https://doi.org/10.36563/bemj.v4i1.1527