<![CDATA[Abstrak Penelitian bertujuan untuk mengetahui pengaruh Electronic Word Of Mouth (e-WOM), Citra Merek dan Brand Ambassador terhadap Keputusan Pembelian. Populasi penelitian ini adalah pengguna e-commerce Shopee yang berada di Kota Semarang dengan jumlah sampel sebanyak 100 responden. Pengumpulan data dilakukan dengan cara penyebaran kuesioner. Teknik analisis yang digunakan pada penelitian ini adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa electronic word of mouth (e-WOM)b berpengaruh positif signifikan terhadap keputusan pembelian, citra merek berpengaruh positif signifikan terhadap keputusan pembelian dan brand ambassador berpengaruh positif signifikan terhadap keputusan pembelian.Kata Kunci: Electronic Word Of Mouth (e-WOM), Citra Merek, Brand Ambassador, Keputusan Pembelian.AbstractThis study aims to determine the effect of electronic word of mouth (e-WOM), brand image, and brand ambassador on Purchase Decisions at e-commerce Shopee in Semarang City. The population in this study were e-commerce Shopee users in Semarang City with total sample of 100 respondents. Data collection was carried out by distributing questionnaires of Google Forms to e-commerce Shopee users in Semarang City. The analysis technique used in this research is validity tes, reliability test, Fit Test of Research Model, regression analysis and t test. The result of this study indicate that electronic word of mouth (e-WOM) has a positive significant effect on purchasing decision, brand image has a positive significant effect on purchasing decision, and brand ambassador has a positive significant effect on purchasing decisions.Keywords: Electronic Word Of Mouth (e-WOM), Brand Image, Brand Ambassador, Purchase Decision. ]]>
