Abstract
Online shopping sites are places for buying and selling transactions that are favored by many people. Tokopedia is currently the market leader in the world of e-commerce in Indonesia. The purpose of this study was to analyze the influence of electronic word of mouth (E-WOM), brand trust, and brand ambassador toward purchase decisions at the Tokopedia online shopping site. This study uses a quantitative approach by collecting data through the survey method. The population in this study were Tokopedia users from Mercu Buana University students. The data of 100 respondents were collected using an online questionnaire and were analyzed using Partial Least Square (PLS). This study shows that e-WOM has a positive and significant effect on purchase decisions. Brand trust has a positive and significant effect on purchase decisions, and brand ambassador has a positive and significant effect on purchase decisions.
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