Article Sidebar

Submitted
Jun 3, 2025
Accepted
Jun 30, 2025
Published
Jun 30, 2025
Download
pdf
Statistic
Read Counter : 29 Download : 18

Main Article Content

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

Keywords

Brand Ambassador Brand Image Brand Awareness Consumer Purchasing Decisions

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Copyright on any article is retained by the author(s).
  2. The author grants the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
  3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
  5. The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
How to Cite
Erliana, F. P., & Nurani. (2025). THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE AND BRAND AWARENESS ON PURCHASE DECISIONS CONSUMERS OF SHOPEE MARKETPLACE. BEMJ : Business, Entrepreneurship, and Management Journal, 4(1), 1-13. https://doi.org/10.36563/bemj.v4i1.1527

References

  1. 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
  2. Arikunto, S. (2010). Prosedur penelitian suatu pendekatan praktek. (No Title).
  3. 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
  4. 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
  5. Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
  6. Ghozali, I., & Dan, S. (2017). Spss. Semarang: Badan Penerbit Universitas Diponegoro.
  7. 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
  8. sugiyono. (2019). Variabel Independen. STEI-University.
  9. 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
  10. 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
  11. Arikunto, S. (2010). Prosedur penelitian suatu pendekatan praktek. (No Title).
  12. 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
  13. 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
  14. Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
  15. Ghozali, I., & Dan, S. (2017). Spss. Semarang: Badan Penerbit Universitas Diponegoro.
  16. 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
  17. sugiyono. (2019). Variabel Independen. STEI-University.
  18. 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