Pengaruh Brand Ambasador dan Kesadaran Merek terhadap Minat Beli Produk pada E-Commerce Shopee

Abstract

This study aims to determine the influence of brand ambassadors, brand awareness on product buying interest in e-commerce shoppe. The type of research used in this study is a quantitative approach. The population in this study is shoppe application users with a total of 179 customers. The sampling technique used is explanatory survey research, which can be done by taking information from respondents collected directly from the population to objects, using the questionnaire method. The data analysis technique used is regression analysis using the SPSS program. This study shows that brand ambassador and brand awareness have a positive and significant effect on purchasing decisions