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All Journal JMM (Jurnal Masyarakat Mandiri) Jurnal Pengabdian Masyarakat: Darma Bakti Teuku Umar Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Indonesia : Manajemen Informatika dan Komunikasi Jurnal Riset dan Aplikasi Mahasiswa Informatika (JRAMI) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Pengabdian Masyarakat Indonesia
Muslihatul Hidayah
Universitas Indraprasta PGRI
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Brand Ambassador Can Moderates The Influence of Rating Reviews on Purchasing Decisions : Penelitian Kushariyadi; Muslihatul Hidayah; Dona Katarina; Ede Rohimat; Sherly Ernawaty Suanto
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.4888

Abstract

This study aims to analyze and explain the moderating role of Brand Ambassadors in the relationship between Rating Reviews and Consumer Purchase Decisions on e-commerce platforms . In the digital era, consumers rely heavily on information from other users in the form of ratings and reviews to reduce the risk of uncertainty. However, the effectiveness of these reviews is often influenced by the credibility of public figures representing the brand. The research method used is quantitative with a survey approach to active marketplace users in Indonesia. Data analysis was conducted using Structural Equation Modeling (SEM) with the help of SmartPLS software. The results are expected to show that Rating Reviews have a positive and significant influence on Purchase Decisions. Furthermore, this study examines whether the presence of Brand Ambassadors with high congruence can strengthen the positive influence of good ratings or actually mitigate the impact of low ratings. These findings provide theoretical contributions to the digital consumer behavior literature and managerial implications for companies in allocating marketing budgets between developing customer review systems and contracting celebrities as brand ambassadors.
Co-Authors Andreas Adi Trinoto Andri Rahadyan Aniza Tiara Anggraini Dian Hermanto Dona Katarina Ede Rohimat Emilda Emilda Halimatussa’diah Halimatussa’diah Heriyati Heriyati Indra Kurniawan Kushariyadi Kushariyadi Lin Suciani Astuti Mira Gusniwati Nia Gardenia RETNO NENGSIH Selviana Sofyan Septianzah, Kevin Sherly Ernawaty Suanto Vini Rizqi