<![CDATA[This study aims to determine the effects of brand image and brand ambassador on purchase decisions for Somethinc products on TikTok Shop, both partially and simultaneously. This study employed a quantitative approach using primary data. The stages of analysis included validity, reliability, normality, multicollinearity, and heteroscedasticity tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The study involved 100 respondents. A non-probability sampling method with a purposive sampling technique was used to select the sample. SPSS 27 was used as the analytical tool. The t-test results show that brand image has a positive effect on purchase decisions and that brand ambassador also has a positive effect on purchase decisions. Meanwhile, the F-test results show that brand image and brand ambassador simultaneously affect purchase decisions for Somethinc products on TikTok Shop.]]>
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