Purchasing Decisions: The Role of Brand Ambassador and Free Shipping Mediated by Purchase Intention in Online Stores
Keywords:
Consumers; E-Commerce; Marketing; Quality ProductAbstract
This study aims to determine the factors that influence consumer behavior in making purchasing decisions in online shops. The sample of this study was 200 respondents from online shop application users in Medan City. This study uses a quantitative method with data analysis using SEM ( Structural Equational Modeling) assisted by the PLS4 program. The results of the study obtained partially brand ambassadors influence purchasing decisions, free shipping influences purchasing decisions, brand ambassadors influence purchasing intentions, free shipping influences purchasing intentions, brand ambassadors influence purchasing intentions, purchasing decisions are mediated by purchasing intentions and free shipping influences purchasing intentions mediated by purchasing intentions. Purchasing intentions influences purchasing decisions of Medan City residents in online shops . The findings of this study provide implications, purchasing decisions in online shops are influenced by brand ambassadors and free shipping, so marketers must implement marketing strategies that make consumers confident in products recommended by brand ambassadors and provide free shipping.
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