The Effect of Brand Ambassador and Price on Purchase Intention in Tokopedia Through Trust as a Moderation Variable
DOI:
https://doi.org/10.55927/modern.v4i1.13109Keywords:
Brand Ambassador, Price, Purchase Intention, TrustAbstract
This study aims to see and determine the influence of Brand ambassador and Price on Purchase Intention on Tokopedia through Trust as a moderation variable. The research method used is a quantitative approach with a type of descriptive research. The sample used in this study was 100 students from the Faculty of Economics, Makassar State University. In this study, the researcher used data analysis of the Partial Least Square Structural Equation Modelling (PLS-SEM) model. The results of this study show that there is a positive and significant influence between all variables, namely, Brand ambassador (X1), Price (X2), on Purchase Intention (Y) and successfully moderated positively by the Confidence variable (Z) through SEM.
Downloads
References
Andiani, L., Riantama, F., & Andriansyah, A. (2023). Pengaruh Promosi Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Pada Pengguna Aplikasi E-Commerce Tokopedia. Inspirasi Ekonomi : Jurnal Ekonomi Manajemen, 5(3), 224–233. https://doi.org/10.32938/ie.v5i3.5469
Antika, A. D. (2021). Pengaruh Harga, Pendapatan, Penilaian Produk Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi. 2(1), 34–44. https://doi.org/10.54066/jiesa.v2i2.321
Ayustikarin, A., & Rochmania, A. (2023). Influence of Product Quality, Brand Image and Brand ambassador on Purchase Decisions at Tokopedia Ecommerce (Case Study in District Sidoarjo). IJCCD, 1(1). https://doi.org/10.21070/ups.1143
Azizah, H. N., Purwanto, P., Alfianto, A. N., & Labib, A. (2022). Niat Berperilaku Masyarakat dalam Menggunakan Vaksin halal : Penerapan Teori of Planned Behaviour. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(5), 1365–1379. https://doi.org/10.47467/alkharaj.v4i5.942
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184(August). https://doi.org/10.1016/j.techfore.2022.121997
Cahyaningdyah, D., & Putra, D. K. (2013). Analisis January Effect pada Saham Perusahaan LQ-45 di Bursa Efek Indonesia. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 2(2), 65. https://doi.org/10.30588/jmp.v2i2.276
Chen, M. N., & Fang, C. C. (2023). Optimal Decision for Repairable Products Sale and Warranty under Two-Dimensional Deterioration with Consideration of Production Capacity and Customers’ Heterogeneity. Axioms, 12(7). https://doi.org/10.3390/axioms12070701
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139. https://doi.org/10.1108/AJEMS-03-2013-0031
Choirunisa, E., & Hanif, R. (2023). Pengaruh Promosi Dan Brand ambassador Terhadap Keputusan Pembelian Di Tokopedia. Value : Jurnal Manajemen Dan Akuntansi, 18(2), 591–605. https://doi.org/10.32534/jv.v18i2.4276
Dany, A. S. R., & Susanti, A. (2023). Pengaruh Pendapatan, Literasi Keuangan Dan Kontrol Diri Terhadap Perilaku Konsumtif Mahasiswa Di Surakarta. Peran Kepuasan Nasabah Dalam Memediasi Pengaruh Customer Relationship Marketing Terhadap Loyalitas Nasabah, 2(3), 310–324. https://doi.org/doi.org/10.53625/juremi.v2i4.4452
Das, S., Mishra, M., & Mohanty, P. K. (2018). The Impact of Customer Relationship Management (CRM) Practices on Customer Retention and the Mediating Effect of Customer Satisfaction. International Journal of Management Studies, 5(1(4)), 95. https://doi.org/10.18843/ijms/v5i1(4)/15
Dessyaningrum, C., Samsir, S., & Efni, Y. (2020). Pengaruh Kualitas Mobile, Harga, Dan Kualitas Produk Dengan Kepercayaan Pelanggan Sebagai Variabel Moderasi Terhadap Keputusan Pembelian Online Situs Shopee. Jurnal Tepak Manajemen Bisnis, 12(3), 439-459. https://doi.org/10.32509/jmb.v3i1.3070
Dwisuardinata, I. B. N., & Darma, G. S. (2022). The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FOMO) towards Purchase Intention on Alcoholic Beverage in Bali. Binus Business Review, 14(1), 1–11. https://doi.org/10.21512/bbr.v14i1.8919
Faisal, A. (2022). Pengaruh Harga, Kepercayaan, Dan Kemudahan Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada Marketplace Shopee Dengan Kepuasan Konsumen Sebagai Variabel Intervening (Studi Kasus pada Pengguna Shopee di Magelang). Universitas Muhammadiyah Magelang. 2(1), 24–40. https://doi.org/10.31603/bmar.v2i1.6817
Gregg, D. G., & Walczak, S. (2010). The relationship between website quality, trust and price premiums at online auctions. Electronic Commerce Research, 10(1), 1–25. https://doi.org/10.1007/s10660-010-9044-2
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of business research, 109, 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
Halik, A., Arif, D., Ekasari, R., Yucha, N., & Pramudita, R. A. (2020). Economic Impacts of COVID-2019 and its Implications on e-Commerce Buying Interest: A Case Study in Shopee Online-shop. International Journal of Advanced Science and Technology, 29(4), 2530–2538. https://doi.org/10.59890/ijist.v1i5.782
Hari, S., Prasetyo, D., Purnomo, E. C., Riyadi, A., Tinggi, S., & Sampit, I. E. (2023). The Influence Of Price And Trust On Consumer Satisfaction In Shopping Online Shop (Tokopedia) In Sampit under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Japarianto, E., & Adelia, S. (2020). Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee. Jurnal Manajemen Pemasaran, 14(1), 35–43. https://doi.org/10.9744/pemasaran.14.1.35-43
Jung, S., Lee, S. H., & Kim, M. J. (2024). Sustainably Produced but Unsustainably Destroyed: Effective Price Promotion for the Sustainable Management of Unsold Inventory in Korea. Sustainability (Switzerland), 16(15). https://doi.org/10.3390/su16156456
Keseler, I. M., Gama-Castro, S., Mackie, A., Billington, R., Bonavides-Martínez, C., Caspi, R., ... & Karp, P. D. (2021). The EcoCyc database in 2021. Frontiers in microbiology, 12, 711077. https://doi.org/10.3389/fmicb.2021.711077
Kotler, P., Kartajaya, H., & Hooi, D. H. (2019). Marketing 4.0: Moving From Traditional To Digital. In Asian Competitors (pp. 99–123). Word Scientific. https://doi.org/10.1142/9789813275478_0004
Lailiya, N. (2020). Pengaruh Brand ambassador Dan Kepercayaan Terhadap Keputusan Pembelian Di Tokopedia. IQTISHADequity Jurnal MANAJEMEN, 2(2), 2622–6367. https://doi.org/10.51804/iej.v2i2.764
Ma, J., Hong, J. H., Yoo, B., & Yang, J. (2021). The effect of religious commitment and global identity on purchase intention of luxury fashion products: A cross-cultural study. Journal of Business Research, 137(February), 244–254. https://doi.org/10.1016/j.jbusres.2021.08.040
Octaviani, F., & Selamat, F. (2023). Pengaruh Kredibilitas Influencer Terhadap Intensi Pembelian Produk Fashion Melalui Kepercayaan Merek Pada Pengguna Instagram Di Jakarta. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 7(2), 274–285. https://doi.org/10.24912/jmieb.v7i2.23151
Oktavia, E. B., Fatimah, F., & Puspitadewi, I. (2022). Pengaruh Harga, Brand ambassador, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening Indonesia Di Tokopedia. Growth, 20(2), 361. https://doi.org/10.36841/growth-journal.v20i2.2108
Pavlou, P. A., & Fygenson, M. (2006). U Nderstanding and P Redicting E Lectronic C Ommerce a Doption : a N E Xtension of. 30(1), 115–143. https://doi.org/doi.org/10.2307/25148720
Putri, R. A. N., & Hariasih, M. (2023). Analysis of Korean Wave , Brand ambassador , and Influencer on Purchase for BTS “ BT21 ” P roduct [ Analisis Korean Wave , Brand ambassador dan Influencer Terhadap Keputusan Pembelian Produk BTS “ BT21 ” ]. 1–11. https://doi.org/doi.org/10.21070/ups.3196
Rahmawati, Y., & Nilowardono, S. (2018). The Effect of Product Quality, Brand Trust, Price and Sales Promotion on Purchase Decisions on Royal Residence Surabaya (Case Study in PT. Propnex Realti Visit). IJIEEB : International Journal of Integrated Education, Engineering and Business, 1(1), 1–10. https://doi.org/10.29138/ijieeb.v1i1.792
Ren, H., & Luo, Z. (2024). Decisions and Coordination of E-Commerce Supply Chain Considering Product Quality and Marketing Efforts under Different Power Structures. Sustainability (Switzerland) , 16(13). https://doi.org/10.3390/su16135536
Sari, F. P., & Hawignyo, H. (2021). Pengaruh Kepercayaan Dan Persepsi Risiko Terhadap Keputusan Pembelian Online Shop Tokopedia. Journal of Economic, Bussines and Accounting (COSTING), 4(2), 755-763. https://doi.org/10.31539/costing.v4i2.1986
Shen, H., Zhao, C., Fan, D. X. F., & Buhalis, D. (2022). The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement. International Journal of Hospitality Management, 107(October). https://doi.org/10.1016/j.ijhm.2022.103348
Shen, J. (2012). Understanding user’s acceptance of social shopping websites: Effects of social comparison and trust. Lecture Notes in Business Information Processing, 102 LNBIP, 365–373. https://doi.org/10.1007/978-3-642-29958-2_24
Singh, J., Shukla, P., & Schlegelmilch, B. B. (2022). Desire, need, and obligation: Examining commitment to luxury brands in emerging markets. International Business Review, 31(3). https://doi.org/10.1016/j.ibusrev.2021.101947
Siska. (2022). Pengaruh Brand ambassador Dan Harga Terhadap Keputusan Pembelian Di Tokopedia Dengan Kepercayaan Sebagai Variabel Moderasi Di Kota Makassar. In Journal of Economic Perspectives. https://repositori.uin-alauddin.ac.id/25003/
Sobandi, A., & Somantri, B. (2020). Pengaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian Secara Online. Winter Journal: Imwi Student Research Journal, 1(1), 41–52. https://doi.org/10.52851/wt.v1i1.5
Steffi, M., & Tjokrosaputro, M. (2023). Pengaruh Brand ambassador, Social Influence, Dan Sales Promotion Terhadap Intensi Pembelian Produk Perawatan Kecantikan Lokal. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(5), 1048–1057. https://doi.org/10.24912/Jmbk.V7i5.26505
Sun, K. A., & Moon, J. (2023). Assessing Antecedents of Restaurant’s Brand Trust and Brand Loyalty, and Moderating Role of Food Healthiness. Nutrients, 15(24), 1–16. https://doi.org/10.3390/nu15245057
Sun, K. A., & Moon, J. (2024). Relationships between Psychological Risk, Brand Trust, and Repurchase Intentions of Bottled Water: The Moderating Effect of Eco-Friendly Packaging. Sustainability (Switzerland) , 16(13), 1–13. https://doi.org/10.3390/su16135736
Syafarudin, A. (2021). The Effect of Product Quality on Customer Satisfaction Implications on Customer Loyalty in the Era Covid-19. Ilomata International Journal of Tax and Accounting, 2(1), 71–83. https://doi.org/10.52728/ijtc.v2i1.204
Syed Alwi, S. F., Nguyen, B., Melewar, T. C., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity. Industrial Management & Data Systems, 116(5), 858–882. https://doi.org/10.1108/IMDS-09-2015-0364
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(May), 102696. https://doi.org/10.1016/j.jretconser.2021.102696
Tarmidi, D., & Mardhiyah, A. K. (2022). The Influence Of Influencer Credibility and Price On Purchase Intention: A Study On Billionaire’s Project’s Fashion Products. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(8), 2994–2999. https://doi.org/10.54371/jiip.v5i8.799
Utami, S. P., Setyowati, N., & Mandasari, P. (2020). Celebrity Brand ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake. E3S Web of Conferences, 142, 1–9. https://doi.org/10.1051/e3sconf/202014205001
Yudhistira, V., & Patrikha, F. D. (2021). Pengaruh promosi penjualan dan brand ambassador terhadap keputusan pembelian dengan variabel kepercayaan sebagai mediator (Studi pada produk fashion online di Surabaya). Jurnal Pendidikan Tata Niaga (Jptn), 9(2), 1237-1243. https://doi.org/10.26740/jptn.v10n1.p1635-1642
Wijaya, V. T., & Pahar, B. H. (2022). Pengaruh Citra Merek, Kepercayaan Merek, dan Keamanan Privasi Terhadap Keputusan Pengguna Gojek. BIP’s JURNAL BISNIS PERSPEKTIF, 14(1), 1–10. https://doi.org/10.37477/bip.v14i1.241
Wilis, R. A., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi, Akuntansi), 4(3), 1061–1099. https://journal.stiemb.ac.id/index.php/mea/article/view/609
Yulia Sari, R., & Elsandra, Y. (2022). Pengaruh Kepercayaan, Keamanan, Kemudahan, Dan Gaya Hidup Terhadap Keputusan Pembelian Online Di Market Place. Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya, 1(1), 106–117. https://doi.org/10.47233/jppisb.v1i1.403
Yuwansa, V., Udayana, I. B. N., & Cahya, A. D. (2023). Pengaruh Brand ambassador dan Iklan Media Sosial Melalui Kepercayaan Penjualan terhadap Loyalitas Konsumen Tokopedia. Reslaj : Religion Education Social Laa Roiba Journal, 5(6), 2920–2939. https://doi.org/10.47467/reslaj.v5i6.3626
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Mustari Mustari, Muhammad Fazlih Fausiy, Muhammad Dinar, Andi Caezar To Tadampali, Muhammad Ihsan Said Ahmad
This work is licensed under a Creative Commons Attribution 4.0 International License.
