The Influence of Brand Ambassador, Fear of Missing Out, and Electronic Word of Mouth on Purchasing Decisions

Abstract

The aims of this study are to determine: (1) the influence of brand ambassadors on purchasing decisions; (2) the influence of fear of missing out on purchasing decisions; (3) the influence of electronic word of mouth on purchasing decisions; (4) the influence of brand ambassadors, fear of missing out, and electronic word of mouth on purchasing decisions for Erigo local fashion products on the Shopee marketplace.

This study was a quantitative study by using a survey strategy. The study population was consumers who had purchased Erigo local fashion products on the Shopee marketplace. The sample size was 348 respondents. Moreover, the sampling technique used random sampling which was followed by data collection using a questionnaire. The collected data were analyzed by using multiple linear regression with the help of IBM SPSS version 26.

The results show that: (1) brand ambassadors have a positive and significant influence on purchasing decisions (2) fear of missing out has a positive and significant effect on purchasing decisions; (3) electronic word of mouth has a positive and significant effect on purchasing decisions; (4) brand ambassador, fear of missing out, and electronic word of mouth simultaneously have a positive and significant effect on purchasing decisions.