<![CDATA[Perkembangan perdagangan elektronik mendorong merek perawatan pria memanfaatkan Brand Ambassador dan Online Customer Review untuk memengaruhi konsumen di Tiktok Shop, tetapi temuan penelitian terdahulu belum konsisten. Penelitian ini bertujuan menguji pengaruh Brand Ambassador (X₁) dan Online Customer Review (X₂) terhadap Keputusan Pembelian (Y) produk Kahf di Tiktok Shop Depok, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan kuesioner skala Likert yang disebarkan melalui Google Form kepada 96 responden yang dipilih dengan purposive sampling dan ditentukan jumlahnya menggunakan rumus Lemeshow. Data dianalisis dengan regresi linear berganda menggunakan IBM SPSS 25. Hasil pengujian menunjukkan seluruh butir instrumen valid, ketiga variabel reliabel (Cronbach's alpha 0,615–0,737), dan model memenuhi asumsi klasik. Brand Ambassador (t = 5,391; sig. 0,000) dan Online Customer Review (t = 8,658; sig. 0,000) masing-masing berpengaruh positif dan signifikan, serta keduanya berpengaruh signifikan secara simultan (F = 52,486; sig. 0,000) dengan R² sebesar 0,530. Online Customer Review memberikan kontribusi yang lebih dominan (38,1%) daripada Brand Ambassador (14,9%). Pengelola merek disarankan memadukan figur Brand Ambassador yang kredibel dengan pengelolaan ulasan pelanggan yang informatif The growth of electronic commerce has encouraged men's grooming brands to use brand ambassadors and online customer reviews to influence consumers on TikTok Shop, yet previous findings remain inconsistent. This study examines the effect of Brand Ambassador (X₁) and Online Customer Review (X₂) on the Purchase Decision (Y) of Kahf products at TikTok Shop Depok, both partially and simultaneously. A quantitative associative approach was applied using a Likert-scale questionnaire distributed through Google Form to 96 respondents selected by purposive sampling, with the sample size determined by the Lemeshow formula. The data were analysed with multiple linear regression using IBM SPSS 25. All questionnaire items were valid, the three variables were reliable (Cronbach's alpha 0.615–0.737), and the model met the classical assumptions. Brand Ambassador (t = 5.391; sig. 0.000) and Online Customer Review (t = 8.658; sig. 0.000) each had a positive and significant effect, and both variables had a significant simultaneous effect (F = 52.486; sig. 0.000) with an R² of 0.530. Online Customer Review made the more dominant contribution (38.1%) compared with Brand Ambassador (14.9%). Brand managers are advised to combine credible brand ambassadors with well-managed, informative customer reviews.]]>
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