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All Journal Indonesian Journal of Contemporary Multidisciplinary Research
Fausiy, Muhammad Fazlih
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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The Effect of Brand Ambassador and Price on Purchase Intention in Tokopedia Through Trust as a Moderation Variable Mustari, Mustari; Fausiy, Muhammad Fazlih; Dinar, Muhammad; Tadampali, Andi Caezar To; Ahmad, Muhammad Ihsan Said
Indonesian Journal of Contemporary Multidisciplinary Research Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/modern.v4i1.13109

Abstract

This study aims to see and determine the influence of Brand ambassador and Price on Purchase Intention on Tokopedia through Trust as a moderation variable. The research method used is a quantitative approach with a type of descriptive research. The sample used in this study was 100 students from the Faculty of Economics, Makassar State University. In this study, the researcher used data analysis of the Partial Least Square Structural Equation Modelling (PLS-SEM) model. The results of this study show that there is a positive and significant influence between all variables, namely, Brand ambassador (X1), Price (X2), on Purchase Intention (Y) and successfully moderated positively by the Confidence variable (Z) through SEM.
Co-Authors Dinar, Muhammad Muhammad Ihsan Said Ahmad Mustari Mustari Tadampali, Andi Caezar To