The Influence of Brand Trust and Extraversion on Brand Evangelism at Shopee Heldina Pristanti (a), Andi Nurhasanah (b), Satryawati (c), Citra Nur Aziza (d)
a. Politeknik Negeri Samarinda, Jl. Cipto Mangunkusumo Kampus Gunung Panjang, Sungai Keledang, Kec. Samarinda Seberang, Kota Samarinda, Kalimantan Timur 75242
b. Politeknik Negeri Samarinda, Jl. Cipto Mangunkusumo Kampus Gunung Panjang, Sungai Keledang, Kec. Samarinda Seberang, Kota Samarinda, Kalimantan Timur 75242
c. Politeknik Negeri Samarinda, Jl. Cipto Mangunkusumo Kampus Gunung Panjang, Sungai Keledang, Kec. Samarinda Seberang, Kota Samarinda, Kalimantan Timur 75242
Abstract
Abstract. This study investigates the influence of brand trust and extraversion on brand evangelism partially and simultaneously, specifically within the context of Shopee users in Samarinda. A quantitative methodology was employed, utilizing a purposive sampling technique to select 100 respondents through onlien questionnaire. The results reveal that both brand trust and extraversion have a significant positive impact on brand evangelism individually and simultaneously. These findings underscore the importance of fostering brand trust and considering personality traits such as extraversion in promoting brand advocacy behaviours among consumers.
