In Indonesia, e-commerce transactions increase rapidly, resulting in competition between e-commerce companies, both within and outside the country. The competition between e-commerce is done to attract many customers so they are interested in buying. Therefore, e-commerce uses many strategies, e.g., use brand ambassador and increase brand image. This study aims to analyze the influence of brand ambassador and brand image on Tokopedia purchase intention in Semarang City. This research uses a quantitative research approach with data collecting methods were carried out by distributing questionnaires and literature review. The study uses a sample of 100 respondents of e-commerce in Semarang City with a purposive sampling technique. The data analysis was performed using a multiple linear regression analysis technique conducted by SPSS v. 25 Program. While the tools used to test the hypothesis were coefficient of determination, ANOVA test, and t-test. From the result of multiple linear regression analysis obtained linear regression equation Y = 18.512 + 0.208 X1 + 0.581 X2. The coefficient of determination of this research was 0.761, which means that the contribution of brand ambassador and brand image on purchase intention is 76.1% and the remaining 23.9% is influenced by other variables that are not examined in this research. This research shows that brand ambassador and brand image influence the e-commerce purchase intention in Semarang City.