ABSTRACT
Thanks to the advancement of the internet, business is not only done conventionally but business can also be done online or called online business in the form of e-commerce as well as shopping through marketplaces such as Bukalapak, the high growth of the marketplace has an impact on people who shop online more often. Therefore, researchers have the aim of examining the influence of Brand Ambassadors on purchasing decisions through trust as a mediating variable. The sampling technique used was purposive sampling by determining 120 respondents. Validity and reliability tests were carried out on the data before distribution. The type of research used is survey research with a quantitative approach. This study shows that Brand Ambassador has a positive and significant effect on purchasing decisions, Brand Ambassador has a positive and significant effect on Trust, Trust has a positive and significant effect on decisions, and Brand Ambassador has an effect on purchasing decisions and the Trust dimension.
