The Influence of Brand Ambassadors, Brand Image, and Promotion on Shopee Consumer Purchase Decisions in Sukabumi Regency

Abstract

This study aims to analyze the influence of brand ambassador, brand image, and promotion on consumer purchase decisions of Shopee users in Sukabumi Regency. The research employed a quantitative approach using a survey method through an online questionnaire. The sample consisted of Shopee consumers who had made at least four purchases within the past year, selected using purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 25. The results show that simultaneously, brand ambassador, brand image, and promotion have a significant effect on purchase decisions. Partially, brand ambassador and promotion have a significant influence, while brand image does not significantly affect purchase decisions. These findings indicate that marketing strategies involving public figures and active promotional programs are more effective in encouraging consumer purchase decisions than solely relying on building brand image.