The effects of brand ambassador and trust on purchase decisions through social media
Social Media is one of the digital marketing media that is widely used today and the presence of the brand ambassador phenomenon is one of the determinants of consumer purchasing decisions for a product advertised on social media. In today's advances in digital technology, whether cons...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2023-01-01
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| Series: | International Journal of Data and Network Science |
| Online Access: | http://www.growingscience.com/ijds/Vol7/ijdns_2022_118.pdf |
| _version_ | 1811196929242038272 |
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| author | Dede Suleman Yohanes Totok Suyoto Rachman Sjarief Sabil Sabil Sofyan Marwansyah Popon Rabia Adawia Aprilia Puspasari |
| author_facet | Dede Suleman Yohanes Totok Suyoto Rachman Sjarief Sabil Sabil Sofyan Marwansyah Popon Rabia Adawia Aprilia Puspasari |
| author_sort | Dede Suleman |
| collection | DOAJ |
| description | Social Media is one of the digital marketing media that is widely used today and the presence of the brand ambassador phenomenon is one of the determinants of consumer purchasing decisions for a product advertised on social media. In today's advances in digital technology, whether consumers prefer to be a model for the product and also whether trust in consumers is also a factor in the consumer's decision to buy. The purpose of this study is to examine the effect of brand ambassador and trust variables on consumer decisions to shop online and also purchase decisions on repurchase. In this study the researchers used four variables, twelve dimensions where each dimension was represented by two indicators so that in this study there were twenty-four indicators which would later be changed in the form of questions to respondents. The population used is consumers who have shopped for fashion products using brand ambassadors. Given that the population is very large, the researchers used quota sampling to determine the number of samples. The study used 5 times the number of indicators so that there were 120 samples of respondents who were processed through Structural Equation Modeling analysis techniques with AMOS software. The results of data processing indicate that brand ambassadors and trust significantly influence consumer purchasing decisions. It was found that trust had the greatest influence on trust. Moreover, purchasing decisions have a significant effect on online consumer repurchase. |
| first_indexed | 2024-04-12T01:06:55Z |
| format | Article |
| id | doaj.art-b0477718f608416db32413cbcc201e94 |
| institution | Directory Open Access Journal |
| issn | 2561-8148 2561-8156 |
| language | English |
| last_indexed | 2024-04-12T01:06:55Z |
| publishDate | 2023-01-01 |
| publisher | Growing Science |
| record_format | Article |
| series | International Journal of Data and Network Science |
| spelling | doaj.art-b0477718f608416db32413cbcc201e942022-12-22T03:54:14ZengGrowing ScienceInternational Journal of Data and Network Science2561-81482561-81562023-01-017143343810.5267/j.ijdns.2022.9.003The effects of brand ambassador and trust on purchase decisions through social mediaDede SulemanYohanes Totok SuyotoRachman SjariefSabil SabilSofyan MarwansyahPopon Rabia AdawiaAprilia Puspasari Social Media is one of the digital marketing media that is widely used today and the presence of the brand ambassador phenomenon is one of the determinants of consumer purchasing decisions for a product advertised on social media. In today's advances in digital technology, whether consumers prefer to be a model for the product and also whether trust in consumers is also a factor in the consumer's decision to buy. The purpose of this study is to examine the effect of brand ambassador and trust variables on consumer decisions to shop online and also purchase decisions on repurchase. In this study the researchers used four variables, twelve dimensions where each dimension was represented by two indicators so that in this study there were twenty-four indicators which would later be changed in the form of questions to respondents. The population used is consumers who have shopped for fashion products using brand ambassadors. Given that the population is very large, the researchers used quota sampling to determine the number of samples. The study used 5 times the number of indicators so that there were 120 samples of respondents who were processed through Structural Equation Modeling analysis techniques with AMOS software. The results of data processing indicate that brand ambassadors and trust significantly influence consumer purchasing decisions. It was found that trust had the greatest influence on trust. Moreover, purchasing decisions have a significant effect on online consumer repurchase.http://www.growingscience.com/ijds/Vol7/ijdns_2022_118.pdf |
| spellingShingle | Dede Suleman Yohanes Totok Suyoto Rachman Sjarief Sabil Sabil Sofyan Marwansyah Popon Rabia Adawia Aprilia Puspasari The effects of brand ambassador and trust on purchase decisions through social media International Journal of Data and Network Science |
| title | The effects of brand ambassador and trust on purchase decisions through social media |
| title_full | The effects of brand ambassador and trust on purchase decisions through social media |
| title_fullStr | The effects of brand ambassador and trust on purchase decisions through social media |
| title_full_unstemmed | The effects of brand ambassador and trust on purchase decisions through social media |
| title_short | The effects of brand ambassador and trust on purchase decisions through social media |
| title_sort | effects of brand ambassador and trust on purchase decisions through social media |
| url | http://www.growingscience.com/ijds/Vol7/ijdns_2022_118.pdf |
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