<![CDATA[The rapid growth of e-commerce has encouraged companies to utilize brand ambassadors and brand trust to influence consumers’ purchase decisions. Rex Regum Qeon (RRQ) employs Sutsujin as its brand ambassador to promote products on the Shopee marketplace. This study aims to analyze the partial and simultaneous effects of brand ambassador and brand trust on the purchase decisions of RRQ products on Shopee in West Jakarta. A quantitative method with purposive sampling was employed. Data were collected through questionnaires from 103 respondents and analyzed using multiple linear regression with IBM SPSS Statistics 27. The results show that brand ambassador has a positive and significant effect on purchase decisions, with a t-value of 4.808 and a significance value of 0.000. Brand trust also has a positive and significant effect, with a T-value of 22.940 and a significance value of 0.000. Simultaneously, brand ambassador and brand trust have a positive and significant effect on purchase decisions, with an F-value of 560.983 and an R² of 0.918. This indicates that 91.8% of the variation in purchase decisions is explained by brand ambassador and brand trust, while the remaining 8.2% is influenced by other factors.]]>
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