The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce

<span>This study aims to examine the effect of Brand Ambassador, Website Quality, and Electronic Word Mouth (E-WOM) partially simultaneously on Purchase Decisions in Shopee e-commerce. This uses a quantitative approach with primary data sources collected through questionnaires. The sample used was 125 respondents from Management Study Program FEB-UMM (Faculty Economics Business, University Muhammadiyah Malang) as consumers. sampling technique is non-probability using purposive method which gives certain criteria respondents. In analyzing this multiple linear regression analysis tools. results are E-WOM have positive significant Decision partially, Decision</span><span>in e-commerce.</span>