The Influence of Brand Ambassadors on Purchasing Decisions through Brand Image in the E-Commerce Industry

Authors

  • Sandriana Marina Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Aisyah Rahmawati Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Nadilla Elsa Deviyani Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Chintya Devi Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/jsmd.v3i4.823

Keywords:

Brand Ambassador, Purchase Decision, Brand Image, E-Commerce, Customer

Abstract

In Indonesia, technology is increasingly sophisticated, and the developing technology now causes the number of internet users to increase. The internet impacts people's behavior to shop online using e-commerce platforms. This study aimed to see the effect of brand ambassadors on purchase decisions through brand image on the marketplace platform. The principal data sources for this research, which employs a method that is quantitative, have been collected using online surveys. The data sample collected was 180 respondent from Gen Z in the DKI Jakarta area. The Accidental sampling method is used in the non-probability sampling method. In analyzing the data, also known as structural equation modeling, is used in this study to enable SMART PLS 3.0 software. The results of this study show that brand ambassadors have a positive effect on purchasing decisions mediated through brand image on the E-Commerce Platform.

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Published

2026-03-24

How to Cite

Marina, S., Rahmawati, A., Deviyani, N. E., & Devi, C. (2026). The Influence of Brand Ambassadors on Purchasing Decisions through Brand Image in the E-Commerce Industry. Jurnal Siber Multi Disiplin , 3(4), 542–553. https://doi.org/10.38035/jsmd.v3i4.823

Issue

Vol. 3 No. 4 (2026): Jurnal Siber Multi Disiplin (Januari - Maret 2026)

Section

Articles

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Copyright (c) 2026 Sandriana Marina, Aisyah Rahmawati, Nadilla Elsa Deviyani, Chintya Devi

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