Tujuan dari penelitian ini untuk mengetahui Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle, dan Brand Ambassador terhadap Minat Beli pada Pengguna Marketplace Blibli.com di Kabupaten Kuningan. Populasi dalam penelitian ini yaitu pengguna Marketplace Blibli.com dan jumlah sampel penelitian ini sebanyak 150 Responden. Teknik pengumpulan data menggunakan angket, teknik analisa data dalam penelitian ini adalah analisi regresi linear berganda. Hasil dari pengujian ini menyimpulkan bahwa : Hedonic Shopping Motivation, Shopping Lifestyle, dan Brand Ambassador baik secara parsial dan simultan berpengaruh signifikan terhadap minat beli.
Kata Kunci : Hedonic Shopping Motivation, Shopping Lifestyle, Brand Ambassador, Minat Beli

The purpose of the study was to determine the influence of Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador on the Purchase Intention of Blibli.com Marketplace users in Kuningan Regency. The population in the study was Blibli.com Marketplace users with a sample size of 150 respondents. The data collection technique used a questionnaire, and the data analysis technique employed in the study was multiple linear regression analysis. The results of the study concluded that Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador had a significant influence on purchase intention, both partially and simultaneously.
Keywords: Hedonic Shopping Motivation, Shopping Lifestyle, Brand Ambassador, Purchase Intention.