The Influence of Brand Ambassadors, Website Quality, Electronic Word of Mouth (e-Wom), and Online Customer Reviews on Purchase Decisions: A Study on Gen Z Students in Purwokerto
Putra Irfan Nurrohman, Tri Septin Muji Rahayu, Erny Rachmawati & Alfato Yusnar Kharismasyah · Asian Journal of Economics, Business and Accounting · 2025
Objective: This study aims to examine the influence of the variables of brand ambassador, website quality, electronic word of mouth and online customer reviews on purchase decisions. Research Design: This research is a quantitative research, data is collected by distributing onli...
Open access
Research Article
10.9734/ajeba/2025/v25i71871