This study examines the effect of electronic service quality and brand ambassador on consumer trust and its subsequent influence on the purchase intention of Somethinc products on the Shopee platform. In the contemporary digital landscape, E-Service Quality has emerged as a crucial element in the shopping experience. The study methodology employed is a survey conducted through the distribution of questionnaires to 209 respondents who utilize the Shopee application. The data were examined via SEM-PLS to evaluate the hypothesis. The findings indicate that E-Service Quality significantly influences consumer trust and underscores the importance of service quality. In contrast, Brand Ambassador does not significantly influence trust but positively affects purchase intention. Moderated regression analysis indicates that E-Service Quality positively influences purchase intention via consumer trust. The findings indicate that Somethinc should prioritize the enhancement of E-Service Quality to bolster trust and purchasing interest, while also increasing consumer knowledge of the Brand Ambassador employed.
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