Asian Journal of Economics, Business and Accounting

Objective: This study aims to examine the influence of the variables of brand ambassador, website quality, electronic word of mouth and online customer reviews on purchase decisions.

Research Design: This research is a quantitative research, data is collected by distributing online questionnaires or google forms and the research population is active students at three Purwokerto universities, namely UMP, UNSOED and UIN SAIZU.

Place and Duration of Research: This research was conducted at three UMP universities, UNSOED and UIN SAIZU, from April to May 2025.

Methodology: The population of this study is 49,069 students at three universities in Purwokerto, the sample used is 130 students from three universities in Purwokerto, the sample technique used is purposive sampling with certain criteria. Data testing is carried out with Smart PLS software version 3.

Results: The results of this study show that brand ambassadors, website quality have a positive and significant effect on purchase decisions while electronic word of mouth and online customer reviews have no effect on purchase decisions.

Conclusion: The findings of this study can be concluded that a good brand ambassador, attractive website quality, electronic word of mouth, and online customer reviews are the main reasons for consumers to choose products at Shopee. The implication of this study is the importance of Shopee's e-commerce to focus on efforts to maintain brand ambassadors and the quality of the website provided to consumers.