Meninjau Kembali Peran Iklan dan Brand Ambassador dalam Pengambilan Keputusan Konsumen pada Platform Shopee

Abstract

This study aims to describe the influence of advertising and brand ambassadors on consumer purchase decisions through the Shopee application. The research focuses on three key aspects: the partial influence of advertising, the partial influence of brand ambassadors, and the simultaneous influence of both variables on purchasing decisions. The study was conducted among students of the Faculty of Economics at the University of Madura who are active users of the Shopee platform. A total of 30 respondents were selected using an accidental sampling technique. Data were collected through a questionnaire distributed via Google Forms. The data analysis techniques included descriptive statistics, classical assumption tests, and multiple linear regression analysis using SPSS Statistics 25. The findings indicate that both advertising and brand ambassadors significantly influence purchase decisions, whether assessed individually or jointly. These results highlight the importance of digital marketing strategies involving visual promotion and public figures in enhancing consumer engagement and driving purchase decisions on e-commerce platforms such as Shope