The Influence of Brand Ambassador and E-Service Quality on E-Commerce Purchase Decision

DOI

10.2991/978-2-494069-49-7_115How to use a DOI?

Keywords

Brand Ambassador; E-Service Quality; Purchase Decision

Abstract

This study aims to examine and analyse the effect of brand ambassadors and e-service quality on purchasing decisions on Tokopedia. Research design using questionnaire distribution to the BTS fanbase via social media with 192 samples. The sampling method in this research use probability sampling with a proportionate stratified random sampling technique, then the research sample is guided by Maximum Likelihood. Further research can be considered using a nonprobability sampling method and research sample guidelines other than Maximum Likelihood. This study examines the model regarding the influence of Brand Ambassador and E-Service Quality on Tokopedia purchasing decisions survey on BTS Indonesia fanbase. The analytical method uses Structural Equation Modelling (SEM) Analysis with the AMOS program. The result shows that, partially, Brand Ambassador has a positive and significant effect on BTS purchase Decision. E-Service quality has a positive and significant impact on BTS purchase decisions. Simultaneously, there is a positive and significant influence between Brand Ambassador and E-Service Quality on Purchase Decisions. Simultaneously, the effect between Brand Ambassador and E-Service Quality on BTS Purchase Decision is 72.5%. The study results have implications that companies must pay attention and continue to evaluate the performance of Brand Ambassadors to attract the attention of potential consumers to make purchases at Tokopedia and compete with their competitors. In addition, Tokopedia is expected to improve, maintain, and improve the quality of customer service services to potential customers so that consumers feel satisfied, trust, and continue to make purchases at Tokopedia.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Reminta Lumban Batu
AU  - Hartelina
AU  - Nova Audina
PY  - 2022
DA  - 2022/12/29
TI  - The Influence of Brand Ambassador and E-Service Quality on E-Commerce Purchase Decision
BT  - Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
PB  - Atlantis Press
SP  - 692
EP  - 698
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-49-7_115
DO  - 10.2991/978-2-494069-49-7_115
ID  - Batu2022
ER  -