THE INFLUENCE OF BRAND AMBASSADORS AND CUSTOMER ONLINE REVIEWS ON PURCHASING DECISIONS

Junimar Junimar, Jihan Adinda Nurul Khaliza, Diana Laewang, Amalia Afsari, Fajar Pasaribu

Abstract


Literature Review The Influence of Brand Ambassadors and Customer Online Reviews on Purchasing Decisions is a scientific article that is used to build a research hypothesis of the influence between variables that will be used in further research. The method of writing Literature Review articles is the library risearch method, which is sourced from online media such as Google Scholar, Mendeley and other online media.  The results of this article are:  1) Brand Ambassador affects purchasing decisions 2) Customer Online Review affects purchasing decisions. Purchasing decisions have many other factors including brand image, product quality and price.

 

 

 


Full Text:

PDF

References


Alvi Herzegovino Sianipar, F., & Dra Hj Yoestini, E. (2021). ANALISIS PENGARUH CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI ONLINE MARKETPLACE (Studi Pada Mahasiswa Pengguna Tokopedia di Kota Semarang). Diponegoro Journal of Management, 10(1), 1–9. http://ejournal-s1.undip.ac.id/index.php/dbr

Amaluddin, R., Asiyah, S., & Trihardaningtyas, R. (2024). Pengaruh Brand ambassador, Brand Image, Dan Online Customer review Terhadap Keputusan Pembelian Konsumen Pada Scarlet Whitening Di Surabaya Barat. E – Jurnal Riset Manajemen, 13(02), 113–120.

Ardianti, A. N., & Widiartanto, M. A. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee . Jurnal Ilmu Administrasi Bisnis, 1–11.

Ferdiana Fasha, A., Rezqi Robi, M., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840

Gabriela, Y. M. R. M. (2022). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Minat Beli Pelanggan E-Commerce. Jurnal Ekonomi Manajemen Pariwisata Dan Perhotelan, 1(1), 121–125.

Lase, G. P., Manajemen, P. S., & Putera, U. (2024). the Influence of Viral Marketing , Online Customer Riview and Confidence on Decisions To Purchase Fashion Products on Shopee in Batam City Pengaruh Viral Marketing , Online Customer Review. 7.

Naomi, I. P., & Ardhiyansyah, A. (2021). Pengaruh Brand Ambassador Terhadap Brand Image Pada E-Commerce Indonesia. SENMABIS: Conference Series, 1(1), 38–44. https://kc.umn.ac.id/id/eprint/6200

Osak, D. J., & Pasharibu, Y. (2020). Pengaruh Brand Ambasador Dan Tagline Terhadap Keputusan Pembelian Online Dengan Mediasi Brand Awareness. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 9(2020), 357-380.

Pratama, C. A., & Rakhman, A. (2022). PENGARUH BRAND AMBASSADOR, KEPUASAN PELANGGAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK ACNE CARE SCARLETT WHITENING DI KELAPA GADING, JAKARTA UTARA. Jurnal Ilmiah Hospitality 621, 11(2), 621–628. https://doi.org/10.5149/northcarolina/9781469671239.003.0010

Putri, M. O., & Sabardini, S. E. (2023). Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Kasus Produk Skincare Whitelab Pada Masyarakat Di Yogyakarta). Cakrawangsa Bisnis, 4(1), 1–10.

Ramadhana, R., & Nicky, M. F. (2022). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee: Influence Of Online Customer Review On Purchase Decisions On The Marketplace. Prospek, 1(1), 157–166. https://ojs.mahadewa.ac.id/index.php/prospek/article/view/1741

Siahaan, A. C., Ginting, M., & Br Ginting, L. T. R. (2023). Pengaruh Brand Ambassador, Brand Image dan Promosi Terhadap Keputusan Pembelian Menantea di Kota Medan. Jurnal Wira Ekonomi Mikroskil, 13(1), 80–91. https://doi.org/10.55601/jwem.v13i1.958

Sterie, W. G., Massie, J. D. D., & Soepono, D. (2019). PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PT. TELESINDO SHOP SEBAGAI DISTRIBUTOR UTAMA TELKOMSEL DI MANADO. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(4), 3139–3148. https://doi.org/10.35794/emba.v10i3.42366

Tirtayasa, S., Lubis, A. P., & Khair, H. (2021). Keputusan Pembelian: Sebagai Variabel Mediasi Hubungan Kualitas Produk dan Kepercayaan terhadap Kepuasan Konsumen. Jurnal Inspirasi Bisnis Dan Manajemen, 5(1), 67–86. https://doi.org/10.33603/jibm.v5i1.4929

Ummat, R., & Hayuningtias, K. A. (2022). Pengaruh kualitas produk, brand ambassador, harga terhadap keputusan pembelian Nature Republic. Jurnal Ilmiah Akuntansi Dan Keuangan, 4(6), 2279–229.




DOI: https://doi.org/10.3059/insis.v0i0.22654

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22654.g13009

Refbacks

  • There are currently no refbacks.