<![CDATA[The increasing use of digital technology has encouraged companies to adopt Digital Marketing, electronic word of mouth (e-WOM), and Brand Ambassador as marketing strategies to shape consumer Purchase Decision. This study aims to examine the effect of Digital Marketing, e WOM, and Brand Ambassador on the Purchase Decision of Instaperfect products on TikTok Shop. The research involved 105 Instaperfect consumers in Samarinda City and employed a quantitative approach. Primary data were obtained through questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of the SmartPLS application. The findings demonstrate that Digital Marketing, e-WOM, and Brand Ambassador each have a positive and significant effect on Purchase Decision. Of the three variables, e-WOM demonstrates the strongest influence, whereas Brand Ambassador has the weakest effect. The R Square value of 0.903 shows that Digital Marketing, e-WOM, and Brand Ambassador collectively account for 90.3% of the variation in Purchase Decision, while the remaining 9.7% is attributable to other factors outside the variables examined in this study. These results suggest that strengthening digital marketing activities, encouraging positive e-WOM, and selecting and utilizing Brand Ambassador effectively may contribute to increasing consumer Purchase Decision. This research is expected to add to the existing literature concerning Digital Marketing, e-WOM, and Brand Ambassador, while also serving as a practical consideration for Instaperfect in developing and improving its marketing strategies through TikTok Shop.]]>
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