The Influence of Advertising and Brand Ambassadors on Purchase Decisions Among Shopee E-Commerce Users (A Study of Generation Z in Mojokerto Regency)
DOI:
https://doi.org/10.55927/ijabm.v4i5.622Keywords:
Advertising, Brand Ambassador, Purchase DecisionAbstract
This study by Fahreto Arman (2025) aims to investigate the influence of advertising and brand ambassador on purchase decisions among Generation Z Shopee users in Mojokerto Regency. The research employs a quantitative associative method involving 200 respondents who have used Shopee within the past six months. Data were collected through an online questionnaire and analyzed using SPSS version 25. The findings reveal that both advertising and brand ambassador variables significantly influence purchase decisions. Advertising has a more dominant effect, emphasizing the role of creative and persuasive communication strategies, while brand ambassadors strengthen consumer trust and emotional attachment. These findings contribute to the understanding of consumer behavior in digital commerce and highlight the marketing implications for e-commerce platforms targeting Generation Z consumers
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