Research Article
The influence of E-commerce and Brand Ambassadors on purchasing decisions is mediated by brand image
@INPROCEEDINGS{10.4108/eai.14-8-2024.2351769, author={Eko Handayanto and Iqbal Ramadhani Fuadiputra}, title={The influence of E-commerce and Brand Ambassadors on purchasing decisions is mediated by brand image}, proceedings={Proceedings of the 4th International Conference on Business, Accounting, and Economics, ICBAE 2024, 14-15 August 2024, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2024}, month={11}, keywords={e-commerce brand ambassadors brand image purchasing decision}, doi={10.4108/eai.14-8-2024.2351769} }- Eko Handayanto
Iqbal Ramadhani Fuadiputra
Year: 2024
The influence of E-commerce and Brand Ambassadors on purchasing decisions is mediated by brand image
ICBAE
EAI
DOI: 10.4108/eai.14-8-2024.2351769
Abstract
The purpose of this study is to analyze and prove whether electronic word of mouth and brand ambassadors affect purchase decisions on MS Glow for Men goods in the Malang City region, with brand image serving as a variable mediator. This research employs a quantitative method based on primary data. 160 people provided data via a questionnaire. After the data has been obtained, it will be analyzed by utilizing structural techniques equation modeling - partial least squares. This study is designed to offer an overview of the impact of electronic word-of-mouth and brand ambassadors on purchase decisions through brand image.
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