<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA"^^ . "Pesatnya pertumbuhan e-commerce di Indonesia telah mendorong perusahaan\r\nseperti Shopee untuk memperkuat loyalitas konsumennya melalui berbagai\r\nstrategi pemasaran digital. Penelitian ini bertujuan untuk menganalisis pengaruh\r\nBrand Ambassador, Electronic Word of Mouth (E-WOM), dan Brand Trust\r\nterhadap Loyalitas Konsumen pada pengguna Shopee di Indonesia. Penelitian ini\r\nmenggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 240\r\nresponden yang merupakan pengguna aktif Shopee. Teknik analisis data yang\r\ndigunakan adalah Structural Equation Modeling (SEM) dengan bantuan perangkat\r\nlunak AMOS. Hasil penelitian menunjukkan bahwa Brand Ambassador, E-WOM,\r\ndan Brand Trust secara signifikan berpengaruh positif terhadap Loyalitas\r\nKonsumen. Selain itu, Brand Trust juga terbukti menjadi variabel mediasi yang\r\nmemperkuat pengaruh Brand Ambassador dan E-WOM terhadap Loyalitas\r\nKonsumen. Temuan ini menunjukkan bahwa penguatan kepercayaan merek\r\nmelalui dukungan figur publik dan komunikasi elektronik yang positif dapat\r\nmeningkatkan loyalitas konsumen. Implikasi praktis dari penelitian ini\r\nmenekankan pentingnya strategi pemasaran digital yang terintegrasi dalam\r\nmempertahankan dan meningkatkan hubungan jangka panjang dengan konsumen\r\ndi platform e-commerce. \r\nKata Kunci: Brand Ambassador, Electronic Word of Mouth, Brand Trust,\r\nLoyalitas Konsumen, Shopee, E-Commerce. \r\n \r\nThe rapid growth of e-commerce in Indonesia has driven companies like Shopee\r\nto strengthen consumer loyalty through various digital marketing strategies. This\r\nstudy aims to analyze the influence of Brand Ambassador, Electronic Word of\r\nMouth (E-WOM), and Brand Trust on Consumer Loyalty among Shopee users in\r\nIndonesia. A quantitative approach was employed by distributing questionnaires\r\nto 240 respondents who are active Shopee users. Data analysis was conducted\r\nusing Structural Equation Modeling (SEM) with the assistance of AMOS software.\r\nThe results show that Brand Ambassador, E-WOM, and Brand Trust have a\r\nsignificant positive effect on Consumer Loyalty. Furthermore, Brand Trust is\r\nproven to mediate the effect of Brand Ambassador and E-WOM on Consumer\r\nLoyalty. These findings suggest that strengthening brand trust through public\r\nfigure endorsements and positive electronic word of mouth can enhance consumer\r\nloyalty. The practical implication of this study highlights the importance of\r\nintegrated digital marketing strategies in maintaining and enhancing long-term\r\nconsumer relationships on e-commerce platforms. \r\nKeywords: Brand Ambassador, Brand Trust, Consumer Loyalty, E-Commerce, EWOM\r\n "^^ . "2025-06-17" . . . . . "UNIVERSITAS LAMPUNG"^^ . . . "FAKULTAS EKONOMI DAN BISNIS , UNIVERSITAS LAMPUNG"^^ . . . . . . . . . "Nur Rahmattullah"^^ . "Septian"^^ . "Nur Rahmattullah Septian"^^ . . . . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (File PDF)"^^ . . . "ABSTRAK.pdf"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (File PDF)"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (File PDF)"^^ . . . "TESIS FULL TANPA PEMBAHASAN.pdf"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "preview.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "medium.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "small.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "preview.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "medium.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "small.jpg"^^ . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . . "PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH\r\n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN\r\nPADA E-COMMERCE SHOPEE DI INDONESIA (Other)"^^ . . . . . "HTML Summary of #89336 \n\nPENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH \n(E-WOM), DAN BRAND TRUST TERHADAP LOYALITAS KONSUMEN \nPADA E-COMMERCE SHOPEE DI INDONESIA\n\n" . "text/html" . . . "300 Ilmu sosial" . . . "330 Ekonomi" . .