This study aims to examine the influence of promotion, trust, online customer reviews and brand image on purchasing decisions for Anlene milk at Shopee. The study used purposive sampling method. The number of samples used was 105 with various criteria that been required. This study using multiple linear regression analysis. The results of research using the t test (partial) prove that promotion and trust have a positive effect on purchasing decisions. However, online customer reviews and brand image have no influence on purchase decisions. The results of the F test (goodness of fit) show that the regression equation model formed meets the fit criteria.