The purpose of this study was to determine the effect of sales promotion, e-service quality, online customer review and purchasing decision. The sample selection in this study was carried out by purposive sampling method. Based on the criteria, as many as 104 respondents were sampled. The data analysis techniques used in this research were instrument test, descriptive statistics, classical assumption test, multiple linier regression analysis, and hypothesis testing. Result of this research showed that sales promotion, e-service quality and online customer review have a positive and significant effect on purchasing decision partially and simultaneously.