PENGARUH BRAND AMBASSADOR, ONLINE CUSTOMER REVIEW, DAN FREE SHIPPING PROMOTION TERHADAP PURCHASING DECISION PRODUK SCARLETT WHITENING PADA E-COMMERCE SHOPEE

Abstract

This research aimed to find out the effect of brand ambassadors, online customer reviews, and free shipping promotions on the purchasing decisions of Scarlet Whitening products in Shopee e-commerce. Moreover, the research was quantitative.The population was consumers who used Scarlet Whitening products in Shopee e-commerce with an unlimited number of. Due to the unlimited population, the Lameshow formula was used. In line with that, there were 100 respondents as the sample. Furthermore, the data collection technique used purposive sampling with questionnaires.The result of the hypothesis test (t-test) showed that brand ambassadors, online customer reviews, and free shipping promotions had a positive and significant effect on the purchasing decisions of Scarlet Whitening products in Shopee e-commerce. Additionally, the result of the determination coefficient (R2) was 0.626. It meant that 62.6% of purchasing decisions were explained by brand ambassadors, online customers reviews, and free shipping promotions. The rest of 37.4% was explained by other variables outside the research.