<![CDATA[Penelitian ini dilatarbelakangi oleh maraknya pengguna e-commerce di Indonesia yang telah menjadi bagian dari kehidupan masyarakat dalam memenuhi kebutuhannya. Shopee, sebagai salah satu platform e-commerce terbesar di Indonesia, terus bersaing untuk menarik perhatian konsumen melalui strategi pemasaran seperti penggunaan brand ambassador dan electronic word of mouth (E-WOM). Penelitian ini bertujuan untuk meneliti pengaruh brand ambassador dan E-WOM terhadap purchase decision dengan mediasi brand awareness. Subjek penelitian ini adalah pengguna e-commerce Shopee di Jakarta. Desain penelitian menggunakan asosiatif kausal dengan pendekatan kuantitatif, data dikumpulkan melalui metode purposive sampling. Sampel berjumlah 138 responden diperoleh melalui kuesioner daring. Analisis data dilakukan menggunakan metode PLS-SEM dengan aplikasi Smart PLS 4.0. Hasil penelitian menunjukkan bahwa brand ambassador, E-WOM, dan brand awareness berpengaruh positif dan signifikan terhadap purchase decision. Selain itu, brand awareness memediasi pengaruh brand ambassador dan E-WOM terhadap purchase decision. Temuan ini memberikan kontribusi bagi pengembangan strategi pemasaran digital, khususnya dalam memanfaatkan brand ambassador dan E-WOM untuk meningkatkan kesadaran merek dan keputusan pembelian. This research is motivated by the increasing number of e-commerce users in Indonesia that have become part of people's lives in meeting their needs. Shopee, as one of the largest e-commerce platforms in Indonesia, continues to compete to attract consumers' attention through marketing strategies such as brand ambassadors and electronic word of mouth (E-WOM). This study aims to examine the effect of brand ambassadors and E-WOM on purchase decisions with brand awareness as mediation. The subjects of this study were Shopee e-commerce users in Jakarta. The research design used associative causal with a quantitative approach, data were collected through a purposive sampling method. A sample of 138 respondents was obtained through an online questionnaire. Data analysis was carried out using PLS-SEM method with SmartPLS 4.0 application. The results showed that brand ambassadors, E-WOM, and brand awareness had a positive and significant influence on purchase decisions. In addition, brand awareness is able to mediate the influence of brand ambassadors and E-WOM on purchase decisions. These findings contribute to the development of digital marketing strategies, especially in utilizing brand ambassadors and E-WOM to increase brand awareness and purchase decisions.]]>
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