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The Impact of Brand Ambassadors, Electronic Word of Mouth (E-WOM), And Brand Trust on Consumer Loyalty in Shopee’s E-Commerce Platform in Indonesia

Year: 2025

Type: article

Abstract: The rapid growth of e-commerce in Indonesia has driven companies like Shopee to strengthen consumer loyalty through various digital marketing strategies. This study aims to analyze the influence of Brand Ambassador, Electronic Word of Mouth (E-WOM), and Brand Trust on Consumer Loyalty among Shopee users in Indonesia. A quantitative approach was employed by distributing questionnaires to 240 respondents who are active Shopee users. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results show that Brand Ambassador, E-WOM, and Brand Trust have a significant positive effect on Consumer Loyalty. Furthermore, Brand Trust is proven to mediate the effect of Brand Ambassador and E-WOM on Consumer Loyalty. These findings suggest that strengthening brand trust through public figure endorsements and positive electronic word of mouth can enhance consumer loyalty. The practical implication of this study highlights the importance of integrated digital marketing strategies in maintaining and enhancing long-term consumer relationships on e-commerce platforms.

Source: Journal of Economics Finance and Management Studies

DOI: 10.47191/jefms/v8-i6-29

Authors: Septian Nur Rahmattullah, Satria Bangsawan, Dorothy RH Pandjaitan

Institution: Lampung University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4411423377

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