“Pengaruh Brand Ambassador “Blackpink” dan Brand Image “Shopee” Terhadap Minat Akses Aplikasi E-commerce” (Studi pada Komunitas Seventeen Carat Malang)

The research entitled "The Effect of" Blackpink "Brand Ambassadors and Image Brands" Shopee "Against Interest in E-commerce Application Access" (Study on Seventeen Carat Malang Community), aims to determine how much the Brand Ambassador influences e-commerce application access interest and how big is the Brand Image to interest e-commerce application access. The research method used is a quantitative approach using survey research methods. Data collection was assisted by questionnaires from respondents, namely members of seventeen carat malang community. In testing reliability and validity, researchers used the Cronbach alpha formula and the R table formula as a determinant of the validity of the respondent's answers. And to find out how big the influence of brand ambassadors on the interest in access to e-commerce applications and how much influence the brand image has on the interest in access to e-commerce applications using Descriptive Analysis using the formula distance or range. The final results that have been obtained are the ability between brand ambassadors and brand image in attracting access to e-commerce applications by looking at the test results of the coefficient of determination. It can be concluded that the influence of brand ambassadors reached 48.4% and the effect of brand image reached 33.3%. the remaining 18.3% is influenced by other variables not included in the research model. On the brand ambassador variable on e-commerce application access interest is Y = 0.578 + 0.815X. then if the brand ambassador increases by one unit, then the interest in access to e-commerce applications will increase by 0.815 units. The Spearman rank value is 0.695, which means the magnitude of the relationship is strong, because it is in the correlation interval of 0.60 - 0.79. Where as the brand image variable towards e-commerce application access interest is Y = 1,545 + 0,576X. then if the brand image increases by one unit, then the interest in access to e-commerce applications will increase by 0.576 units. the rank rank value is 0.585, which means it has a moderate relationship size, because it is in the correlation interval of 0.40 - 0.59, so the correlation size shown is not too weak and not too strong