Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.Īuthors who publish with this journal agree to the following terms: Keywords: Ease of Transaction, E-commerce, Purchase Decision The results showed that the discount and ease of transaction simultaneously affect the purchase decision by 53.7% and 46.3% influenced by other independent variables. The results showed that the significance value of the results of thevariable analysis discount(X 1) on the purchase decision variable (Y) on e-commerce shopee has a positive effect, while the significance value of the results of the transaction convenience variable (X 2) on the variable purchase decision (Y) on e-commerce shopee.

While the data analysis technique used is multiple linear regression analysis techniques. In this study the sampling was carried out by purposive sampling, a sample of 97 students was used for data collection by distributing questionnaires. This study used a population of 2,950 students with a sample based on the Slovin formula totaling 97 students. This type of research used in this research is using descriptive quantitative research, the population in this study is the user of the Shopee e-commerce application. The data analyze method is structural equation modeling (SEM) with partial least square (PLS).This study aims to explain the effect of discounts and ease of transactions on purchasing decisions in e-commerce shopee, especially for students of the Faculty of Economics and Business, Surabaya State University. The data collecting method is interview, questioner, and documentation.

The purpose of this research is to find out and analyze the variables that most influence consumer purchasing decisions online(1), To find out and analyze trust variables that partially affect consumer purchasing decisions online(2), To find out and analyze trust that moderates all independent variables on consumer purchasing decisions online(3). The number of business people who market their products will give people the choice to buy it more easily, practically and economically by accessing the site. Online buying and selling sites have started to promote it in television media, and are competing to become the best online buying and selling forum site. Harbolnas (National Online Shopping Day) is a day of celebration to encourage and educate the public about the convenience of online shopping.

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