This study aimed to analyze the effect of brand ambassadors, trust, and product reviews on purchasing decisions. This study used a questionnaire as a data collection tool. The population in this study were students in Purwokerto who made purchasing decisions online at Tokopedia. The selection of the sample in this study was carried out by purposive sampling. Based on the criteria, 130 respondents were sampled. The data analysis technique used in this study is multiple regression analysis. The results of the analysis show that simultaneously brand ambassadors, trust, and product reviews have a significant effect on online purchasing decisions at Tokopedia, while partially brand ambassadors, trust, and product reviews have a positive and significant effect on online purchasing decisions at Tokopedia.