PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE SHOP SHOPEE

Abstract

This research focused on the usage of Shopee e-commerce which became an online shop facility. The research aimed to find out the effect of brand ambassador, brand image, and service quality on sonsumers’ buying decisions of Shopee online shop. Moreover, the data collection technique used simple random sampling. In line with that, there were 100 respondents as the sample. Additionally, the instrument in data collection technique used questionnaires which had been analysed using SPSS 22. In addition, the data analysis technique used multiple linier regression. For the research result, it concluded that brand ambassador affected and had a significant effect on consumers’ buying decisions. On the other hand, brand image affected and had a significant effect on consumers’ buying decisions. Likewis, service quality affected and had a significant effect on consumers’ buying decisions. Those variables simultaneously affected and had a significant effect on consumers’ buying decisions. In addition, Shopee was expected to maximize its usage and had more interesting brand ambassador in advertisements. The management had to build a good relationship among consumers by having some interesting offers and increase their service quality in online shop sites.