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