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All Journal JURNAL LENTERA BISNIS International Journal of Business, Law, and Education Indonesian Journal of Islamic Economics and Business Jurnal Manajemen Retail Indonesia (JMARI) Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal Of Human And Education (JAHE)
Annisa Anindya
Universitas Ichsan Satya
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : International Journal of Business, Law, and Education

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The Influence of Brand Ambassador, User Interface and Free Shipping Program on Purchasing Decisions through Tokopedia E-commerce with Brand Trust as an Intervening Variable Anindya, Annisa; Arslan, Rijal; Mendrofa, Kristiurman Jaya
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i1.955

Abstract

This study aims to evaluate the influence of Brand Ambassador, User Interface, and Free Shipping Programme on E-Commerce Tokopedia, with Brand Trust acting as an intervening variable. This study employs quantitative approaches and purposive sampling procedures with a sample of 100 respondents. Employing path analysis with Smart PLS version 3 for data analysis. The study's findings demonstrate that brand ambassadors have a favourable and substantial effect on brand trust; nevertheless, their influence on purchasing decisions through Tokopedia is negligible. The user interface has a positive and substantial impact on brand trust and purchasing decisions. The Free Shipping Programme affects brand confidence and purchasing decisions. Brand trust successfully mediates the impact of Brand Ambassador, User Interface, and Free Shipping Programme on purchasing decisions.
Co-Authors Arslan, Rijal Ibnu Suryadi Irma Shantilawati Kristiurman Jaya Mendrofa Rebeka Meidiana Purba Siti Rahayu Tampubolon, Amy Septrina