Social Media is one of the digital marketing media that is widely used today and the presence of the brand ambassador phenomenon is one of the determinants of consumer purchasing decisions for a product advertised on social media. In today's advances in digital technology, whether consumers prefer to be a model for the product and also whether trust in consumers is also a factor in the consumer's decision to buy. The purpose of this study is to examine the effect of brand ambassador and trust variables on consumer decisions to shop online and also purchase decisions on repurchase. In this study the researchers used four variables, twelve dimensions where each dimension was represented by two indicators so that in this study there were twenty-four indicators which would later be changed in the form of questions to respondents. The population used is consumers who have shopped for fashion products using brand ambassadors. Given that the population is very large, the researchers used quota sampling to determine the number of samples. The study used 5 times the number of indicators so that there were 120 samples of respondents who were processed through Structural Equation Modeling analysis techniques with AMOS software. The results of data processing indicate that brand ambassadors and trust significantly influence consumer purchasing decisions. It was found that trust had the greatest influence on trust. Moreover, purchasing decisions have a significant effect on online consumer repurchase.

This research proposes a comprehensive integrated model, which investigates the relationships between atmospheric elements, emotions, perceived value and behavioral intentions. Data collected through customers of three Salian chain stores by using stratified random sampling method and the analysis uses 390 questionnaires to collect the information. Structural equations modeling by using LISREL was performed to empirically test the relationships between the constructs of this research. Results show that ambience, interaction and design factors had a positive influence on customer emotions. However, effects of ambience, interaction and design on perceived value were not significant. In addition, results indicate that customer emotions and perceived value had a positive and significant effect on behavioral intentions. Finally, it suggests that managers should focus on designing atmospheric elements in a way that contributes positively in creating positive emotions in customers, which in turn enhance customer’s positive behavioral intentions.