Pengaruh Brand Ambassador dan Loyalitas Merek terhadap Minat Beli Produk pada E-Commerce Shopee

Abstract

The rapid advancement of technology has had a major impact on economic development. Significant changes in the way Indonesians shop have also been influenced by rapid economic development. With the presence of e-commerce, changes in the way people shop occur and competition among e-commerce in Indonesia arises. Marketing strategies are applied to attract purchase interest. Brand ambassadors are chosen so that potential consumers can be influenced to increase interest in buying products on the e-commerce. The use of celebrity brand ambassadors is expected to increase public trust and interest in buying products in the e-commerce. Meanwhile, brand loyalty is seen with consumer trust when a product is used, as is the case with Shopee e-commerce. This loyalty is also shown when consumers remain loyal to use Shopee even though strategies to attract buying interest, such as the use of brand ambassadors, are carried out by other e-commerce. In this study, the independent variables, namely brand ambassadors and brand loyalty and the dependent variable of purchase intention have been analyzed to determine whether there is an influence from brand ambassadors and brand loyalty on purchase intention. Quantitative methods have been used in this study, and data was collected through distributing questionnaires to 179 respondents, namely Shopee users who know Raffi Ahmad. Results from the regression analysis can be seen, where the influence of brand ambassadors and brand loyalty on purchase intention is well illustrated. Further research is needed to validate these findings.