The Impact of Brand Ambassadors, Electronic Word of Mouth (E-WOM), And Brand Trust on Consumer Loyalty in Shopee’s E-Commerce Platform in Indonesia

The rapid growth of e-commerce in Indonesia has driven companies like Shopee to strengthen consumer loyalty through various digital marketing strategies. This study aims to analyze the influence of Brand Ambassador, Electronic Word of Mouth (E-WOM), and Brand Trust on Consumer Loyalty among Shopee users in Indonesia. A quantitative approach was employed by distributing questionnaires to 240 respondents who are active Shopee users. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results show that Brand Ambassador, E-WOM, and Brand Trust have a significant positive effect on Consumer Loyalty. Furthermore, Brand Trust is proven to mediate the effect of Brand Ambassador and E-WOM on Consumer Loyalty. These findings suggest that strengthening brand trust through public figure endorsements and positive electronic word of mouth can enhance consumer loyalty. The practical implication of this study highlights the importance of integrated digital marketing strategies in maintaining and enhancing long-term consumer relationships on e-commerce platforms.