The growing trend of internet use is increasingly rapid, accompanied by the development of the
digital world 4.0, the role of the internet is very important in changes in people's lifestyles in
online shopping and increasingly fierce business competition for companies. The aim of this
research is to analyze the influence of online customer reviews, brand ambassadors and
customer values on purchasing decisions for the Erigo brand on Shopee e-commerce. This
research uses a quantitative method with a questionnaire (survey) method which was
distributed via Google form to 97 respondents from the Purwokerto community who had
purchased Erigo brand products online at Shopee e-commerce using accidental sampling. The
collected data was processed using SPSS version 25. The analysis method was through
instrument testing, classical assumption testing, and multiple linear regression analysis. The
results of the regression analysis showed that online customer reviews had no effect on
purchasing decisions, brand ambassadors had a positive and significant effect on purchasing
decisions, value customers have a positive and significant influence on purchasing decisions.