Indonesian Journal of Contemporary Multidisciplinary Research
Vol. 4 No. 1 (2025): January 2025

The Effect of Brand Ambassador and Price on Purchase Intention in Tokopedia Through Trust as a Moderation Variable

Mustari, Mustari (Unknown)
Fausiy, Muhammad Fazlih (Unknown)
Dinar, Muhammad (Unknown)
Tadampali, Andi Caezar To (Unknown)
Ahmad, Muhammad Ihsan Said (Unknown)

Article Info

Publish Date
31 Jan 2025

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.

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Journal Info
Indonesian Journal of Contemporary Multidisciplinary Research
Website

Abbrev

modern

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

Description

Indonesian Journal of Contemporary Multidisciplinary Research (MODERN) is an open-access, double-blind peer-reviewed journal. MODERN is intended to be a multidisciplinary journal for all fields with contemporary methods and techniques in all levels of education, social science, business, and ...