This study aims to analyze the effect of electronic service quality, brand trust, perceived ease of use, and discounts on purchasing decisions. This research uses quantitative methods, the sampling technique is Non-Probability Sampling, purposive sampling approach, the number of samples is 110 respondents. The data analysis technique used in this research is descriptive statistical test, data instrument test, classical assumption test, multiple linear regression test, model fit test and hypothesis test with the analytical tool used is SPSS. The results of the analysis show that electronic service quality, brand trust, perceived ease of use and discounts simultaneously have a significant effect on purchasing decisions, then partially electronic service quality, brand trust, perceived ease of use and discounts have a positive and significant effect on purchasing decisions.