Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)

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E-Commerce Dynamics: Product Quality, Brand Image, and Ambassadors Impacting Purchase Decisions

Authors
Adzani Ayustikarin1, Ainur Rochmaniah1, *, Totok Wahyu Abadi1, Akhmadjon Taniyev2
1Communication Studies Program, University of Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
2Dean of Faculty of Economics, Samarkand Branch of Tashkent State University of Economics, Samarkand, Uzbekistan
*Corresponding author. Email: ainur@umsida.ac.id
Corresponding Author
Ainur Rochmaniah
Available Online 6 June 2024.
DOI
10.2991/978-2-38476-242-2_65How to use a DOI?
Keywords
product quality; brand image; brand ambassador; tokopedia; quantitative
Abstract

This descriptive quantitative research examines the influence of product quality, brand image, and brand ambassadors on e-commerce purchasing decisions among high school students in Sidoarjo District, Sidoarjo Regency. The study, with a sample size of 160 respondents, utilized questionnaires and unstructured interviews for data collection. Results indicate that guaranteed product quality, including neat packaging and durability, positively affects purchasing decisions on Tokopedia. Additionally, a favorable brand image characterized by trustworthiness further drives consumer preference for Tokopedia, amplified by the influence of well-known brand ambassadors. These findings highlight the significance of product quality assurance, a trusted brand image, and influential brand ambassadors in attracting consumer interest and driving sales on e-commerce platforms like Tokopedia, providing valuable insights for marketers and e-commerce platforms seeking to enhance consumer engagement and loyalty.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 June 2024
ISBN
10.2991/978-2-38476-242-2_65
ISSN
2352-5398
DOI
10.2991/978-2-38476-242-2_65How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Adzani Ayustikarin
AU  - Ainur Rochmaniah
AU  - Totok Wahyu Abadi
AU  - Akhmadjon Taniyev
PY  - 2024
DA  - 2024/06/06
TI  - E-Commerce Dynamics: Product Quality, Brand Image, and Ambassadors Impacting Purchase Decisions
BT  - Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
PB  - Atlantis Press
SP  - 664
EP  - 671
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-242-2_65
DO  - 10.2991/978-2-38476-242-2_65
ID  - Ayustikarin2024
ER  -