@thesis{thesis,
		author={Adeliana  Anisa Desti},
		title ={Pengaruh Service Quality,Citra Merek,Dan Brand Ambassador Terhadap Keputusan Pembelian},
		year={2024},
		url={http://eprints.stiebankbpdjateng.ac.id/2013/},
		abstract={In the current era of globalization, the use of information technology has become a major 
influence in people's daily lives. With the advent of various online buying and selling platforms, 
also known as e-commerce, entrepreneurs are trying their best to attract their customers. One 
component that is very important for the success of a business is the quality of service. The 
quality of new services, especially web-based services, is an important step. In addition, the 
high quality of e-service and good brand reputation influence the components of high 
purchasing decisions. Due to the large number of competitors, the number of visitors is 
increasing and decreasing, according to Tokopedia data. The purpose of this study is to 
determine Service Quality, Brand Image, and Brand Amabassador as independent variables that 
influence purchasing decisions. This research was conducted on students in Semarang City as 
many as 100 students. The data processed is primary data with special criteria. The data analysis 
models used are Validity Test, Classical Assumption Test, Reliability Test, and Multiple Linear 
Test with the data processing program SPSS'25. The results showed that Service Quality had 
an insignificant effect on Purchasing Decisions, while Brand Image, and Brand Ambassadors 
had a significant influence on purchasing decisions.
Keywords: Service Quality, Brand Image, Brand Ambassador, and Purchase Deci}
		}