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All Journal PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Wicaksono, Karinda Putri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Brand Power: Analyzing the Synergy of Brand Image, Brand Ambassador, and Trust in E-Commerce Julina, Julina; Meflinda, Astuti; Wicaksono, Karinda Putri
International Conference on Business Management and Accounting Vol 3 No 1 (2024): Proceeding of International Conference on Business Management and Accounting (Nov
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/icobima.v3i1.4646

Abstract

This study attempts to analyze the influence of brand image, brand ambassador, and trust on online shopping decisions. This study uses a quantitative approach with a survey method involving respondents who have shopped online in Indonesia. Data were collected through a questionnaire with a Likert scale and analyzed using the Partial Least Squares (PLS) technique. The results of the study indicate that brand image, brand ambassador, and trust have a positive and significant effect on online shopping decisions. In addition, brand image and brand ambassadors also have a positive and significant effect on trust. These findings indicate the importance of companies to strengthen brand image and choose the right brand ambassador to build consumer trust, so that it can encourage online purchasing decisions. This study contributes to a better understanding of consumer behavior in the context of e-commerce and strategic implications for digital marketing management
Co-Authors Astuti Meflinda Julina Julina