October 2, 2025JURNAL BENINGOpen Access

The Influence of Brand Awareness, Brand Ambassador, Brand Image and Brand Trust on Consumer Purchasing Decision on the Shoppee Digital Platform

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Discussion

Quantitative analysis shows brand awareness, image, and trust boost purchasing decisions on Shopee.

Brand awareness, brand image, and brand trust positively influence purchasing decisions on Shopee.
The study finds that brand ambassadors do not significantly affect consumer purchasing decisions.
Data was collected from 86 Shopee users using a validated questionnaire for analysis.
Results suggest the importance of brand factors for increasing consumer engagement and sales.

Anggraini et al. (2024) studied this question.

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