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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.
Alkautsar et al. (2024) studied this question.