The purpose of this study was to determine the effect of trust, easies,
promotion, brand image and product quality as well as brand ambassadors and
purchasing decisions of Shopee.With a survey to college student in three
university in Purwokerto The sample selection in this study was carried out by a
purposive sampling method. Based on the criteria, as many as 108 respondents
were sampled and the data collection method was a questionnaire.The data
analysis techniques used in this research were multiple regression analysis. The
results of the analysis show that simultaneously showed trust, easies, promotion,
brand image and product quality as well as brand ambassadors has significant
effect on purchasing decisions in Shopee. Partially trust, easies, promotion, as
well as brand ambassadors has a positive and significant effect on purchasing
decisions in Shopee.While brand image and product quality has no significant
effect on purchasing decisions in Shopee.