The Influence of Brand Ambassadors on Purchasing Decisions through Brand Image in the E-Commerce Industry

Sandriana Marina (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)
Aisyah Rahmawati (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)
Nadilla Elsa Deviyani (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)
Chintya Devi (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)

Jurnal Siber Multi Disiplin
Vol. 3 No. 4 (2026): Jurnal Siber Multi Disiplin (Januari - Maret 2026)

In Indonesia, technology is increasingly sophisticated, and the developing technology now causes the number of internet users to increase. The internet impacts people's behavior to shop online using e-commerce platforms. This study aimed to see the effect of brand ambassadors on purchase decisions through brand image on the marketplace platform. The principal data sources for this research, which employs a method that is quantitative, have been collected using online surveys. The data sample collected was 180 respondent from Gen Z in the DKI Jakarta area. The Accidental sampling method is used in the non-probability sampling method. In analyzing the data, also known as structural equation modeling, is used in this study to enable SMART PLS 3.0 software. The results of this study show that brand ambassadors have a positive effect on purchasing decisions mediated through brand image on the E-Commerce Platform.