<![CDATA[This study examines the effects of brand ambassador, brand image, and brand loyalty on purchase decisions among Generation Z users of the Tokopedia marketplace in East Jakarta. Consumer-based brand equity provides the theoretical perspective for integrating the three predictors. A causal quantitative design was applied to 230 respondents selected through purposive sampling. Data were collected through a five-point Likert-scale questionnaire distributed via Google Forms and analyzed using partial least squares structural equation modeling in SmartPLS 4.1. The measurement model satisfied the requirements for convergent validity, discriminant validity, and internal consistency. The structural model explained 62.6% of the variance in purchase decisions and demonstrated predictive relevance (Q²predict = 0.613). Brand image had the strongest positive effect (β = 0.410; p < 0.001), followed by brand ambassador (β = 0.329; p < 0.001), while brand loyalty had the smallest but significant effect (β = 0.157; p = 0.004).]]>
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