Pengaruh Brand Ambassador dan Brand Trust terhadap Keputusan Pembelian di Shopee

Abstract

In the modern era of globalization as it is today, technological progress is growing very rapidly. One of them is the use of the internet. The development of the internet has a significant influence in various aspects of life, one of which is in the business world and now people are allocating the internet as one of their needs. The increasing number of internet users in Indonesia is increasingly encouraging companies to use online businesses. One of the online shopping sites in Indonesia is Shopee. One of the company's strategies to attract and retain customers is to use celebrities as brand ambassadors. This study aims to analyze the influence of brand ambassadors and brand trust on purchasing decisions at shopee. The data used in this study were obtained from questionnaires (primary data). The sampling method used non-probability sampling and purposive sampling. The number of samples used is 100 people. The analytical method used is multiple linear regression analysis with SPSS 25 for windows application. The results of the brand ambassador test have a positive and significant effect on purchasing decisions with a t_count of 2,352 and brand trust a positive and significant effect on purchasing decisions with a t_count of 3,015. Brand Ambassador (X1) and Brand Trust (X2) simultaneously affect the dependent variable Purchasing Decision (Y) with an F_count of 38,183.