The Influence of Brand Ambassador, Endorsement and Social Media on Consumers’ Buying Interest on The Shopee E-Commerce Platform

The purpose of this study was to determine the effect of Brand Ambassadors, Endorsements and Social Media on Consumer buying Interest on the Shopee E-Commerce Platform. The research sample used 100 respondents who are active users of the Shopee E-Commerce platform in Depok using primary data sources derived from filling out questionnaires and secondary data obtained from previous research, journals, the internet and books. Data analysis used the PLS (Partial Least Square) analysis technique through the SmartPLS software. The results of this study indicate that Brand Ambassadors, Endorsements and Social Media have a positive and significant effect on consumer buying interest on the Shopee E-Commerce platform