PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENINGMuhamad AlifPermanaauthorThis study aims to analyze the effect of Brand Ambassador (X1) and Brand Image (X2) on Purchase Decision (Y) with Customer Trust (Z) as an intervening variable among Blibli Marketplace Application Users in Serang City. The method used in this study is a quantitative method with a descriptive approach. Data collection in this study used questionnaires and literature studies. The population of this study was people in Serang City who had used the Blibli marketplace application, with a sample size of 136 respondents using purposive sampling. This study used the Structural Equation Modeling (SEM) analysis method with the SmartPLS version 4.0 analysis tool. The results of this study show that: (1) Brand Ambassador has no effect on purchase decision. (2) Brand Image has a positive and significant effect on Purchase Decision. (3) Brand Ambassador has a positive and significant effect on Customer Trust. (4) Brand Image has a positive and significant effect on Customer Trust. (5) Customer Trust has a positive and significant effect on Purchase Decision. (6) Customer Trust is able to mediate the effect of Brand Ambassador and Brand Image on Purchase Decision.H Social Sciences (General)HB Economic Theory2026UNIVERSITAS SULTAN AGENG TIRTAYASA;ManajemenThesis