Brand Power: Analyzing the Synergy of Brand Image, Brand Ambassador, and Trust in E-Commerce
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Abstract
This study attempts to analyze the influence of brand image, brand ambassador, and trust on online shopping decisions. This study uses a quantitative approach with a survey method involving respondents who have shopped online in Indonesia. Data were collected through a questionnaire with a Likert scale and analyzed using the Partial Least Squares (PLS) technique. The results of the study indicate that brand image, brand ambassador, and trust have a positive and significant effect on online shopping decisions. In addition, brand image and brand ambassadors also have a positive and significant effect on trust. These findings indicate the importance of companies to strengthen brand image and choose the right brand ambassador to build consumer trust, so that it can encourage online purchasing decisions. This study contributes to a better understanding of consumer behavior in the context of e-commerce and strategic implications for digital marketing management
References
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Clarissa, C., & Bernarto, I. (2022). The Influence of Brand Ambassador, Brand Awareness, Brand Image and Prices on Purchase Decisions on Online Marketplace. Business and Entrepreneurial Review, 22(2), 273-288.
Dharmawan, D., Efendi, B., Ekasari, S., Posman, W. H., & Nugraha, A. R. (2024). Determinant of Online Purchase Decision of UIN Mataram College Student Using Lazada Application: Trust as Intervening Variable. International Journal of Economics Development Research (IJEDR), 5(2), 797-812.
Diyanti, J., & Edastama, P. (2022). Pengaruh BTS sebagai Brand Ambassador dan Brand Image melalui Kepercayaan Konsumen terhadap Keputusan Pembelian Produk di Tokopedia. Journal of Advances in Digital Business and Entrepreneurship, 1(02), 16-32.
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Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon.
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Wijaya, K. S. (2023). The Influence of Brand Image and Trust on Purchase Decisions in TikTok Shop. Journal Research of Social Science, Economics, and Management, 3(1), 1-13.
Wu, C. C., Liao, S. H., Chen, Y. J., & Hsu, W. L. (2011, December). Service quality, brand image and price fairness impact on the customer satisfaction and loyalty. In 2011 IEEE international conference on industrial engineering and engineering management (pp. 1160-1164).
Yuwansa, V., Udayana, I. B. N., & Cahya, A. D. (2023). Pengaruh Brand Ambassador dan Iklan Media Sosial Melalui Kepercayaan Penjualan terhadap Loyalitas Konsumen Tokopedia. Reslaj: Religion Education Social Laa Roiba Journal, 5(6), 2920-2939.
Zheng, L., Favier, M., Huang, P., & Coat, F. (2012). Chinese consumer perceived risk and risk relievers in e-shopping for clothing. Journal of Electronic Commerce Research, 13(3), 255.
Almaiah, M. A., Ayouni, S., Hajjej, F., Lutfi, A., Almomani, O., & Awad, A. B. (2022). Smart mobile learning success model for higher educational institutions in the context of the COVID-19 pandemic. Electronics, 11(8), 1278.
Bauer, R. A. (1967). Consumer behavior as risk taking. Marketing: Critical perspectives on business and management, 593, 13-21.
Chandra, J. (2023). Pengaruh Viral Marketing dan Brand Image Terhadap Kepercayaan Serta Dampaknya Pada Keputusan Pembelian di Toko Online Shopee. Jurnal Adijaya Multidisplin, 1(04), 686-693.
Chuenban, P., Sornsaruht, P., & Pimdee, P. (2021). How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty. Heliyon, 7(2).
Clarissa, C., & Bernarto, I. (2022). The Influence of Brand Ambassador, Brand Awareness, Brand Image and Prices on Purchase Decisions on Online Marketplace. Business and Entrepreneurial Review, 22(2), 273-288.
Dharmawan, D., Efendi, B., Ekasari, S., Posman, W. H., & Nugraha, A. R. (2024). Determinant of Online Purchase Decision of UIN Mataram College Student Using Lazada Application: Trust as Intervening Variable. International Journal of Economics Development Research (IJEDR), 5(2), 797-812.
Diyanti, J., & Edastama, P. (2022). Pengaruh BTS sebagai Brand Ambassador dan Brand Image melalui Kepercayaan Konsumen terhadap Keputusan Pembelian Produk di Tokopedia. Journal of Advances in Digital Business and Entrepreneurship, 1(02), 16-32.
Gurung, A., & Raja, M. K. (2016). Online privacy and security concerns of consumers. Information & Computer Security, 24(4), 348-371.
Hassan, A. M., Kunz, M. B., Pearson, A. W., & Mohamed, F. A. (2006). Conceptualization and measurement of perceived risk in online shopping. Marketing Management Journal, 16(1). 138.
Hong, I. B. (2015). Understanding the consumer's online merchant selection process: The roles of product involvement, perceived risk, and trust expectation. International journal of information management, 35(3), 322-336.
Husna, A.N. & Pujiastuti, Y. (2023). The Influence of Brand Ambassador, Brand Image, Brand Trust, and E-Service Quality on Purchase Decisions (Study on Lazada E-Commerce Users in Semarang). Jurnal Cafetaria, 4(2).
Ismawati, T., & Prasetyo, H. (2024). The Influence of Direct Marketing and Brand Ambassador on Repurchase Interest of Tiktok Users in Yogyakarta. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3), 6087-6105.
Kamalul Ariffin, S., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of research in Interactive Marketing, 12(3), 309-327.
Mirzai, A., Fard, Y. S., & Slambolchi, A. (2016). The branding: a study of brand image, brand associations and reputation. Advanced Social Humanities and Management, 3(1), 52-64.
Munadia, M., Umuri, K., Sentosa, D. S., & Nurlina, E. (2024). Determinants Of Purchasing Decisions In Tik Tok Shop E-Commerce With Trust As A Mediating Variable. Jurnal Ilmiah Mahasiswa Ekonomi dan Bisnis Islam, 5(1), 13-23.
Nugroho, D. A., Fadhilah, M., & Cahya, A. D. The Impact of Brand Image on Purchasing Decisions on 3 Second Brand Products. Jurnal Ekonomi dan Bisnis, 25(2), 223-232.
Nurhasanah, N., Mahliza, F., Nugroho, L., & Putra, Y. M. (2021, February). The effect of e-wom, brand trust, and brand ambassador on purchase decisions at tokopedia online shopping site. In IOP Conference Series: Materials Science and Engineering (Vol. 1071, No. 1, p. 012017). IOP Publishing.
Rahayu, S., Limakrisna, N., Horas, J., & Purba, V. (2023). The Influence Of Brand Image, Online Service Quality, And Of Use On Purchase Decisions On With Trust As A Mediation Variable. International Journal of Science. http://ijstm. inarah. co. id629.
Rather, R. A., Rasul, T., Khan, H., & Khan, I. (2024). Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation. International Journal of Hospitality Management, 116, 103572.
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon.
Wang, F., Wang, Y., Han, Y., & Cho, J. H. (2024). Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry. Heliyon, 10(3).
Wijaya, K. S. (2023). The Influence of Brand Image and Trust on Purchase Decisions in TikTok Shop. Journal Research of Social Science, Economics, and Management, 3(1), 1-13.
Wu, C. C., Liao, S. H., Chen, Y. J., & Hsu, W. L. (2011, December). Service quality, brand image and price fairness impact on the customer satisfaction and loyalty. In 2011 IEEE international conference on industrial engineering and engineering management (pp. 1160-1164).
Yuwansa, V., Udayana, I. B. N., & Cahya, A. D. (2023). Pengaruh Brand Ambassador dan Iklan Media Sosial Melalui Kepercayaan Penjualan terhadap Loyalitas Konsumen Tokopedia. Reslaj: Religion Education Social Laa Roiba Journal, 5(6), 2920-2939.
Zheng, L., Favier, M., Huang, P., & Coat, F. (2012). Chinese consumer perceived risk and risk relievers in e-shopping for clothing. Journal of Electronic Commerce Research, 13(3), 255.
Published
2024-11-30
How to Cite
JULINA, Julina; MEFLINDA, Astuti; WICAKSONO, Karinda Putri.
Brand Power: Analyzing the Synergy of Brand Image, Brand Ambassador, and Trust in E-Commerce.
International Conference on Business Management and Accounting, [S.l.], v. 3, n. 1, p. 27-36, nov. 2024.
ISSN 2988-5590.
Available at: <https://ejournal.pelitaindonesia.ac.id/ojs32/index.php/ICOBIMA/article/view/4646>. Date accessed: 17 mar. 2025.
doi: https://doi.org/10.35145/icobima.v3i1.4646.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
