The Effect of Advertising Attraction and Brand Embassy on Shopee Purchase Decisions

Abstract

Through the development of technology and the increasing number of internet usage at this time, it is very interesting that many various business businesses to market their products through e-commerce, resulting in considerable business competition for participating companies. In e-commerce business competition, companies use various marketing strategies related to communication, one of which is advertising, because advertising attracts many consumers to see their products on the e-commerce site. In the use of advertising strategies, companies must have a variety of creative concepts in pairing their advertisements, one of which is by requiring ad stars who will present their products to consumers who can be said to be brand ambassadors. Companies must be smart in choosing brand ambassadors who will be used as weapons to market their products in these advertisements, in order to attract many consumers to view these products and buy them. So, the appeal of advertising and brand ambassadors is very important in making purchasing decisions. Because of the existence of attractive advertisements and brand ambassadors that can attract consumers to buy makes the company's best strategy to market its products. The research I did was to analyze the effect of ad appeal on Shopee's online purchasing decisions and also analyze the influence of brand ambassadors on Shopee's online purchasing decisions. The method used in this study is a survey method with a questionnaire as primary data. The results of research that uses the attractiveness of advertising and brand ambassadors find that the attractiveness of advertisements has a significant effect on purchasing decisions and brand ambassadors also show a significant influence on purchasing decisions. So it can be concluded that advertising and brand ambassadors have a very important role in the company's strategy in marketing its products

Social media communication with intensified pandemic fears: evaluating the relative impact of user- and firm-generated content on brand loyalty

“…Also, All items used to measure the constructs in this study were adapted from various seminal literature sources, i.e. UGC (Schivinski and Dabrowski, 2016), FGC (Schivinski and Dabrowski, 2016;Nabilah, 2020), Perceived Quality and Brand Loyalty (Yoo et al, 2000), Brand Trust (Cheng et al, 2019) and Pandemic Fears (Tran, 2021). All constructs were modelled as reflective constructs.…”

The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic

“…Firm-generated content (Schivinski and Dabrowski, 2016; Nabilah, 2020)[FGC1] I depend on (brand) social media content to get the latest information.[FGC2] I am satisfied with the social media content posted by (brand).[FGC3] The content in (brand) social media communications is attractive.[FGC4] I trust the information provided by (brand) on social media.…”