<![CDATA[Research aimed at analyzing the influence of sales promotion and brand ambassador on purchase intention tokopedia e-commerce. This research uses a survey method with a quantitative approach. The respondents involved were e-commerce users of tokopedia in Cimahi City, which comprised 120 people, selected using purposive sampling. Data type is primary data obtained through the dissemination of questionnaires via online link google form, with cross-sectional data collection techniques. SPSS version 26 is used as a test tool. The findings from this study show that sales promotion has a positive impact on purchase intention, as well as brand ambassadors have a positive effect on purchase intention. Then, sales promotion and brand ambassadors jointly influence purchase intention. This should be a serious concern for tokopedia to improve sales promotion and brand ambassador indicators, as both are believed to increase customer buying interests. Keywords : Sales Promotion, Brand Ambassador, Purchase Intention, Tokopedia ABSTRAK Penelitian dengan tujuan menganalisis pengaruh sales promotion dan brand ambassador terhadap minat beli pada e-commerce tokopedia. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Responden yang terlibat yaitu pengguna e-commerce tokopedia di Kota Cimahi, yang berjumlah 120 orang, dipilih menggunakan metode pengambilan sampel purposive sampling. Jenis data yaitu data primer diperoleh melalui penyebaran kuesioner melalui tautan google form secara online, dengan teknik pengumpulan data cross-sectional. SPSS versi 26 digunakan sebagai alat untuk melakukan pengujian. Temuan dari penelitian ini menunjukkan sales promotion berpengaruh positif terhadap minat beli, begitu juga brand ambassador berpengaruh positif terhadap minat beli. Kemudian, sales promotion dan brand ambassador secara bersama-sama berpengaruh terhadap minat beli. Hal tersebut seharusnya menjadi perhatian serius bagi pihak tokopedia untuk meningkatkan indikator sales promotion dan brand ambassador, karena keduanya diyakini dapat meningkatkan minat beli pelanggan. Kata Kunci : Promosi Penjualan, Duta Merek, Minat Beli, Tokopedia]]>
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