The influence of brand ambassador on e-commerce purchase intention

Abstract

This research was conducted to determine the influence of brand ambassadors on the buying and selling interest of Shopee Indonesia's online trading platform. The purpose of this research is to analyze and find out how Shopee brand ambassadors are, and how much influence Shopee brand ambassadors have simultaneously and partially influence Shopee Indonesia's buying interest. The method used by researchers is quantitative methods using descriptive and causal research types. Sampling was carried out by researchers using a non-probability sampling method which is purposive sampling type, and the results obtained were 100 respondents. The data analysis technique used by researchers is descriptive analysis and simple linear analysis. The results of the simple linear regression analysis technique for brand ambassadors simultaneously have a positive influence on Shopee's buying interest. As a partial influence on the brand ambassador variable, the attractiveness variable has a positive and significant effect on purchase intention.