BRAND AMBASSADOR AND BRAND IMAGE ON PURCHASING DECISIONS WITH WOM AS AN INTERVENING VARIABLE IN ONLINE SHOP SHOPEE ON COLLEGE STUDENTS IN KERINCI DISTRICT AND SUNGAI PENUH CITY INDRA BUDAYA
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Abstract
The aim of this research based on the problems above is to find out whether brand ambassadors and brand image have a positive and significant influence on e-WOM in decisions. The object of this research is all students in Sungai Banyak City and Kerinci Regency with a total of 50 respondents. The results of this research are that Brand Ambassadors have a direct influence on purchasing decisions as evidenced by the results of (0.001 < 0.05) and the calculated t value < t table (3.733 > 2.01063), Brand Image does not have a direct influence on purchasing decisions as evidenced by the results of 0.892 > 0.05 and t count < t table (0.137 < 2.01063), Brand Ambassador has no influence on WOM (Word Of Mouth) as evidenced by the results of 0.862 > 0.05 and t count < t table (0.345 < 2.01063), Brand Image has no influence on WOM (Word Of Mouth) as evidenced by the results 0.732> 0.05 and t count < t table (0.345 < 2.01063), WOM (Word of Mouth) has no influence on purchasing decisions as evidenced by the results of 0.140> 0.05 and t count < t table (1.503 < 2.01063).
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References
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Oktaviani, M. (2024). The Influence of Brand Ambassador Nicholas Saputra and Word Of Mouth on Skintific Purchasing Decisions. 2(1), 17-24.
Pilipus, R. R., Aransyah, M. F., & ... (2021). The Effect of Word Of Mouth, Brand Image, and Product Quality on Purchasing Decisions for Thai Tea Drinks at Dum Dum .... Jambura: Scientific Journal of ..., 4(1), 61-72. Http://Ejurnal.Ung.Ac.Id/Index.Php/Jimb/Article/View/10463%0ahttps://Ejurnal.Ung.Ac.Id/Index.Php/Jimb/Article/Download/10463/2900
Sudarmin. (2023). The Effect of Word Of Mouth and Brand Image on Purchasing Ms Glow Products. 21(3), 310-316.
Widjaja, W., & Wijayadne, D. R. (2023). The Effect of Brand Image on Purchasing. Media Economics and Management, 38(1), 15. Https://Doi.Org/10.56444/Mem.V38i1.3030
Yasin, W. Wimming. (2024). The Effect of Brand Ambassador and Brand Image on Brand Awareness E - Commerce Shopee (Case Study: Tukul Arwana) Wimming Wihartanto Yasin Musi Charitas Catholic University, Indonesia Corresponding Author: Author Name : Wimming Wihartanto Yasin Saa. 5(1), 101-110.
Agustina, Dwi Putri, Jatmika, S. (2024). The Purchasing Decision Of Accounting Education Students On The Shopee E-Commerce Platform, Examined From Brand Ambassador, Brand Image, And E-Wom Perspectives. Addition of Sodium Benzoate and Potassium Sorbate (Antiinversion) and Stirring Speed as an Effort to Inhibit the Inversion Reaction in Sugarcane Nira, 7(3), 5919-5936.
Amalia Et Al., 2022. (2022). The Influence of Brand Ambassador, Brand Image, and Word Of Mouth on Purchasing Decisions for Instant Noodles in Teenagers. Journal of Management Science, 10 (4), 1227-1236.
Anggraini, D., & Siregar, O. M. (2024). The Effect of Brand Ambassador and Electronic Word Of Mouth on Purchasing Decisions (Study on Lemonilo Instant Noodle Consumers in Medan City). Scientific Journal of Wahana Pendidikan, 10(8), 366-377. Https://Doi.Org/10.5281/Zenodo.11096094
Anggreni, G. Ayu, & Febrina Hambalah. (2022). The Influence of Word Of Mouth on Purchasing Decisions for Scarlet Whitening Products. Administrative Applications: Media for Analyzing Administrative Problems, 8 (2), 85-92. Https://Doi.Org/10.30649/Aamama.V25i2.49
Aprianto, R. (2016). The Effect of Brand Image and Word Of Mouth Communication on Purchasing Decisions for Rinnai Gas Stoves on Consumers of Cereme Taba Village, Lubuklinggau City. Scientific Journal of Business Orasi, 16 (11), 72-87.
Argaradian, A., & Wahyono. (2017). The Effect of Service Quality, Customer Value and Relationship Marketing in Building Customer Satisfaction Through Company Image as an Intervening Variable. Management Analysis Journal, 6(2), 221-241. Http://Link.Springer.Com/10.1007/978-3-319-32591-0_16
Asih, E. M. (2024). Analysis on Shopee as the Most Popular E-Commerce in Indonesia. Journal of Business Economics Antarctica, 2, 73-79. Https://Ejournal.Mediaantartika.Id/Index.Php/Jeba/Article/View/299
Cahyadi, Buddhi Dharma University. (2022). The Effect of Product Quality and Price on Purchasing Decisions for Light Steel at Pt Arthanindo Cemerlang. Economics and Business Management, 1, 60-73.
Erni Yunaida. (2017). The Effect of Brand Image on Consumer Loyalty of Evalube Lubricating Oil Products in Langsa City. Journal of Management and Finance, 6 (2), 801.
Fauzi, A., Rukmini, & Wulandari, S. (2020). The Effect of Word Of Mouth on Product Purchasing Decisions at Pt. Kedaung Medan Ltd. Journal of Management Science and Entrepreneurship (Jimk), 1(1), 1-13.
Fauziah, M, I. (2020). Strategy of Brand Ambassador Online Shop "Shoppee" in Increasing Sales Fauziah,M,Ikom,1. Journal of Business Studies, 05 (2), 1-26. Http://Journal.Uta45jakarta.Ac.Id/Index.Php/Jbsuta
Frederica, E. A., & Utami, L. S. S. (2022). The Effect of Brand Ambassador Credibility on Company Image (Case Study of Shopee Brand Ambassador K-Pop Group Stray Kids). Kiwari, 1(1), 28. Https://Doi.Org/10.24912/Ki.V1i1.15470
Husen, A. (2023). Marketing Strategy Through Digital Marketing Campaign at Sakinah Karawang Furniture Store. Journal of Economina, 2(6), 1356-1362. Https://Doi.Org/10.55681/Economina.V2i6.608
Joesyiana, K. (2018). The Influence of Word Of Mouth on Consumer Purchasing Decisions at Media Online Shop Shopee in Pekabaru (Survey of Semester Vii Students of the Accounting Education Department, Faculty of Teacher Training and Education, Riau Islamic University). Valuta Journal, Vol. 4 (1), 71-85.
Mahendra, Fian Alif, K. (2024). The Effect of Brand Ambassador, Brand Image and Price on E-Ecomerceshopee Customer Purchase Interest (Shopee User Cases). 7(2), 65-74. Https://Doi.Org/10.26858/Jekpend.V7i2.64979
Muhammad Ikhsan Putra, Suharyono, & Yusri Abdillah. (2023). The Effect of Brand Ambassador on Brand Image and its Impact on Purchasing Decisions. Journal of Business Administration, 12(1), 1-10.
Nurjanah. (2021). Analysis of Consumer Satisfaction in Improving Services at Bunda Nurjanah's Laundry Business. Student Journal, 1, H. 5.
Oktaviani, M. (2024). The Influence of Brand Ambassador Nicholas Saputra and Word Of Mouth on Skintific Purchasing Decisions. 2(1), 17-24.
Pilipus, R. R., Aransyah, M. F., & ... (2021). The Effect of Word Of Mouth, Brand Image, and Product Quality on Purchasing Decisions for Thai Tea Drinks at Dum Dum .... Jambura: Scientific Journal of ..., 4(1), 61-72. Http://Ejurnal.Ung.Ac.Id/Index.Php/Jimb/Article/View/10463%0ahttps://Ejurnal.Ung.Ac.Id/Index.Php/Jimb/Article/Download/10463/2900
Sudarmin. (2023). The Effect of Word Of Mouth and Brand Image on Purchasing Ms Glow Products. 21(3), 310-316.
Widjaja, W., & Wijayadne, D. R. (2023). The Effect of Brand Image on Purchasing. Media Economics and Management, 38(1), 15. Https://Doi.Org/10.56444/Mem.V38i1.3030
Yasin, W. Wimming. (2024). The Effect of Brand Ambassador and Brand Image on Brand Awareness E - Commerce Shopee (Case Study: Tukul Arwana) Wimming Wihartanto Yasin Musi Charitas Catholic University, Indonesia Corresponding Author: Author Name : Wimming Wihartanto Yasin Saa. 5(1), 101-110.