The emergence of information and communication technologies such as the internet has opened up new opportunities for the spread and development of the use of online transactions. Aim: This study aims to determine the influence of brand image, price, word of mouth, and advertisement to purchase decisions of Shopee users. Method: The method of data collection is using the survey method with Likert-type purposive sampling. The object of this research is 200 respondents who are Shopee users in

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... i. This research used SPSS software version 24 and SEM (Structural Equation Modelling) AMOS version 24 for data analysis. The fit value of the model with a probability level of 0.525, CMIN/DF value of 0.988, GFI value of 0.928, AGFI value of 0.907, RMSEA value of 0.000, TLI value of 1.001, and CFI value of 1.000. Findings: The result of the hypothesis show: (1) brand image has a positive and significant effect on purchase decision, (2) price has a positive and significant effect on purchase decision, (3) word of mouth has a positive and significant effect on purchase decision, (4) advertisement has a positive and significant effect on the purchase decision.