The Influence of Brand Ambassadors on Purchase Decisions Through Brand Trust Among Shopee Marketplace Users in Kendari
Keywords:
Brand Ambassadors, Brand Trust, E-Commerce, Purchase Decisions.Abstract
This study aims to analyze the influence of brand ambassadors on purchase decisions, with brand trust as a mediating variable, among Shopee marketplace users in Kendari City. The sample consisted of 100 respondents selected through accidental sampling. This research employed a quantitative approach using the Partial Least Squares (PLS) method with the SmartPLS application. The results show that brand ambassadors have a significant effect on brand trust but do not have a significant direct effect on purchase decisions. Furthermore, brand trust is proven to mediate the influence of brand ambassadors on purchase decisions. These findings confirm that the role of brand ambassadors is more effective in building consumer trust before encouraging purchase decisions on e-commerce platforms.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
