Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Business, Management and Social Studies
Lestari, Shellda
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
How Micro-Influencers, Brand Ambassadors, and Brand Communities Drive E-Commerce Sales Octavianus, Vincent; Wijaya, Helidorus Fourtiando; Lestari, Shellda
Journal of Business, Management, and Social Studies Vol. 4 No. 4 (2024): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53748/jbms.v4i4.110

Abstract

This study tries to measure the influence of micro influencers, brand ambassadors and brand communities on luxury brand sales in e-commerce. To analyze the influence and relationships between the variables and potentially generalize findings, a quantitative research design is the method that involves collecting numerical data and using statistical analysis to identify patterns and test hypotheses. A survey method using questionnaires is a strong possibility for collecting data from a large enough sample of consumers who purchase luxury brands on e-commerce platforms. The study employs purposive sampling to target individuals who meet specific criteria, such as those who follow micro-influencers and brand ambassadors, are part of brand communities related to luxury brands, and have made luxury brand purchases on e-commerce platforms. This research found that micro-influencers, brand ambassadors, and brand communities each positively and significantly influence luxury brand purchasing behavior in e-commerce. Furthermore, the combined use of these three marketing strategies has a substantial positive impact on driving luxury brand sales online. While individual roles of micro-influencers, brand ambassadors, and brand communities might have been studied separately, this research provides empirical evidence for their combined and complementary influence on luxury brand purchasing behavior specifically within the e-commerce context.
Co-Authors Octavianus, Vincent Wijaya, Helidorus Fourtiando