August 2, 2024Open Access

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

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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.

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Alkautsar et al. (Fri,) studied this question.

www.synapsesocial.com/papers/68e5dae2b6db64358757045f — DOI: https://doi.org/10.38124/ijisrt/ijisrt24jun111

Authors

Adrian Alaric Alkautsar

Dra. Ec. Nuruni Ika Kusuma

Journals

International Journal of Innovative Science and Research Technology (IJISRT)

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

Key Points

Abstract

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Discussion

Cite this study

Authors

Journals

Actions

References and Citations

Citation Network

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