<![CDATA[This study aims to determine the analysis of consumer decisions on online purchases on the Tokopedia marketplace by PGRI Semarang University Management Students class of 2019, 2020, 2021. Respondents in this study were Management Students at PGRI Semarang University with a total of 134 respondents. The data collection process was carried out via an online survey using the Google form. This research uses quantitative methods. collecting data using nonprobability sampling technique.The results of this study indicate that there is a positive and significant influence between brand ambassadors on purchasing decisions t count 2.390, there is a positive and significant influence between brand image on purchasing decisions t count 3.813, there is a positive and significant influence between price on purchasing decisions with t count 2.370, there is a negative and not significant effect between online customer reviews on purchasing decisions t count 0.384, there is a negative and not significant effect between online customer ratings on purchasing decisions with t count 0.158.]]>
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