Antecedents And Consequences Of Purchase Intention On The Shopee Marketplace In Depok City

Abstract

This research was conducted to analyze the implications of the influence of antecedents and consequences on purchase intention on the Shopee marketplace in Depok City. The research methodology used primary data collection through questionnaire distribution with 100 respondents as sample. The data analysis method used in this research study was Partial Least Squares-Structural Equation Modeling . The results indicate that brand ambassadors influence purchase decisions on Shopee, brand image influences purchase decisions on Shopee, brand ambassadors do not influence purchase intentions, brand image influences purchase intentions, purchase intentions influence purchase decisions on Shopee, and brand ambassadors do not influence purchase decisions on Shopee through purchase intentions as a mediating variable. Brand image influences purchase decisions on Shopee through purchase intentions as a mediating variable.