PENGARUH BRAND AMBASSADOR, CUSTOMER REVIEW DAN LAYANAN CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI APLIKASI SOCIAL COMMERCE 

THE INFLUENCE OF BRAND AMBASSADOR, CUSTOMER REVIEW AND CASH ON DELIVERY SERVICES ON CONSUMER PURCHASE DECISIONS IN SOCIAL COMMERCE APPLICATIONS

Tujuan penelitian ini merupakan untuk mengatahui pengaruh Brand ambassador (X1), Customer Review (X2) dan layanan Cash On Delivery (X3) terhadap keputusan pembelian konsumen (Y) di aplikasi Social Commerce. jenis penelitian yang digunakan merupakan kuantitatif. Responden merupakan konsumen aplikasi social commerce yang sudah pernah melakukan pembelian produk fashion dengan jumlah 136 responden. Pengumpulan data menggunakan kuesioner dengan penyebaran melalui googleforms dan pengolahan data menggunakan Teknik analisis data PLS (Partial Least Square) dengan metode SEM analisis menggunakan SmartPLS 3 dengan hasil (1) Brand Ambassador berpengaruh terhadap keputusan pembelian konsumen di aplikasi Social Commerce. (2) Customer review berpengaruh terhadap keputusan pembelian konsumen di aplikasi Social Commerce. (3) Layanan Cash On Delivery tidak berpengaruh terhadap keputusan pembelian konsumen di aplikasi Social Commerce.

Keywords: Brand Ambassador, Customer Review, Layanan Cash on Delivery, Keputusan Pembelian, Aplikasi Social Commerce.

The purpose of this research is to determine the effect of Brand Ambassador (X1), Customer Review (X2), and Cash On Delivery Service (X3) on consumer purchase decisions (Y) in a social commerce application. The type of research used is quantitative. The respondents were consumers of the social commerce application who have already purchased fashion products with a total of 136 respondents. Data collection was done using a questionnaire, distributed through Google Forms, and data processing was done using PLS (Partial Least Square) Data Analysis Technique with SEM analysis using SmartPLS 3, with the following results: (1) Brand Ambassador has effect on consumer purchase decisions in a social commerce application. (2) Customer review has effect on consumer purchase decisions in a social commerce application. (3) Cash On Delivery service does not effect on consumer purchase decisions in a social commerce application.

Keywords:  Brand Ambassador, Customer Review, Layanan Cash on Delivery, Keputusan Pembelian, Aplikasi Social Commerce