This study aims to examine the effect of website quality, brand image, consumer
trust, and promotion on purchasing decisions on the Shopee website. The
population in this study were consumers of the Shopee site in Purwokerto. The
sample selection in this study was carried out by purposive sampling obtained 108
Purwokerto communities. Data obtained from respondents with a research
instrument using a questionnaire. The analysis technique used in this research is
multiple regression analysis. The results of this study indicate that the variables of
website quality, brand image, consumer trust, and promotion simultaneously have
a significant effect on purchasing decisions on the Shopee website. Website
quality and promotion variables partially have a positive and significant effect on
purchasing decisions, however, the brand image and consumer trust partially did
not have a significant effect on purchasing decisions.