PENGARUH BRAND AMBASSADOR, KEPERCAYAAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE TOKOPEDIA

This research aims to determine the influence of brand ambassadors, trust, and price perceptions on purchasing decisions. This research was conducted on students who had accounts and had made transactions on the Tokopedia Marketplace. This research method uses quantitative sampling using purposive sampling, with the number of respondents in this study being 100 people. The data analysis technique used in this research is multiple linear regression analysis using the SPSS vers 23 program. The results of this research show that brand ambassadors have a significant influence on purchasing decisions, trust has a significant influence on purchasing decisions, and price perception has a significant influence on purchasing decisions.