Kemajuan teknologi saat ini memudahkan manusia dalam melakukan berbagai kegiatan, salah satunya adalah berbelanja online. Ketika berbelanja, konsumen akan mempertimbangkan berbagai hal dalam melakukan pembelian suatu produk. Demikian juga saat berbelanja melalui online. Saat ini banyak e- commerce yang menawarkan berbagai kelebihan agar konsumen semakin tertarik untuk menggunakan layanannya.
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand ambassador, iklan dan e-service quality terhadap keputusan pembelian di Tokopedia pada masyarakat Kota Semarang. Sampelnya adalah masyarakat di Kota Semarang yang pernah bertransaksi di Tokopedia berjumlah 97 responden. Data primer diperoleh dari jawaban kuesioner responden yang disebarkan secara online melalui google form, dan teknik analisis data menggunakan regresi linear berganda.
Hasil penelitian menunjukkan variabel brand ambassador tidak berpengaruh secara signifikan terhadap keputusan pembelian dibuktikan dengan nilai signifikansi 0,085 > 0,05. Variabel iklan berpengaruh signifikan terhadap keputusan pembelian dibuktikan dengan nilai signifikansi 0,023 < 0,05. Variabel e- service quality berpengaruh signifikan terhadap keputusan pembelian dibuktikan dengan nilai signifikansi 0,000 < 0,050. Secara simultan variabel brand ambassador, iklan dan e-service quality memengaruhi keputusan pembelian di Tokopedia dengan nilai koefisien determinasi sebesar 0,712, yang artinya sebesar 71% keputusan pembelian dijelaskan oleh variabel brand ambassador, iklan, dan e-service quality.

ABSTRACT:
The advances of technology now make humans easier to carry out various activities, such as shopping online. When shopping, a consumer will consider various things in purchasing a product. Including when they do online shopping. Many e-commerces nowadays offer various advantages so that consumers are increasingly interested in using their services.
This study aims to determine and analyze the influence of brand ambassadors, advertising and e-service quality on purchasing decisions at Tokopedia, in the people of Semarang City. The sample is the residents of Semarang City who had shopped at Tokopedia with 97 respondents. Primary data was obtained from respondents' answers to questionnaires distributed online via google form, and the data analysis using multiple linear regression.
The results showed that the brand ambassador variable had no significant effect on purchasing decisions, as evidenced by a significance value of 0.085 >
0.05. The advertising variable has a significant effect on purchasing decisions, as evidenced by a significance value of 0.023 < 0.05. The e-service quality variable has a significant effect on purchasing decisions, as evidenced by a significance value of 0.000 < 0.050. Simultaneously, the brand ambassador, advertising and e- service quality variables influence purchasing decisions at Tokopedia with a coefficient of determination of 0.712, which means that 71% of purchasing decisions are explained by the brand ambassador, advertising, and e-service quality variables in this study.