______________________________________________________________ DOI: https://doi.org/10.33258/birci.v4i4.2707 7882 Consumer Behavior Online Shopping in Market Place (Study of Willingness to Buy UR, UIR, UIN and UMRI Riau Student Consumers) Lie Othman 1 , Mashur Fadli 2 , Meyzi Heriyanto 3 , Ashaluddin Jalil 4 1,2,3,4 Faculty of Social and Political Science, Universitas Riau, Indonesia Lie.othman@lecturer.unri.ac.id I. Introduction In the current era of globalization, the business world is progressing very rapidly. Business competition is becoming increasingly competitive both in the domestic market and in the global market. This encourages companies to try to improve product quality and provide maximum service to consumers in order to survive and win the competition in the business world. Business actors are required to always innovate in creating products and improving services in the sales system in order to influence the level of consumer satisfaction. The level of customer satisfaction is a form of description of the services that have been provided to consumers, whether the services provided are in accordance with the wishes of consumers or not. In the last two decades, The Internet as an information technology has experienced tremendous development and has become indispensable in today's world. The growth of the internet is driving the emergence and development of Electronic Commerce, and continues to attract practitioners and entrepreneurs to invest. More and more companies are running their business online. On the other hand, the prosperity of e- commerce means that consumers have more and better choices when they buy online than Abstract The purpose of this study was to investigate the factors that influence consumers' willingness to buy on an online platform with research locations on students from the University of Riau, UIR, UIN and UMRI Pekanbaru City and using an explanatory research methodology. This study uses PLS-SEM with Smart-PLS software in analyzing and processing data. Collecting data using a questionnaire using google form with a research sample of 100 consumer students. The results of the study explain that the relationship between perceived reputations (PREP) has no positive and significant effect on the WTB variable with a p-value of 0.093. The t-statistic value is 1.681, the perception of risk (PR) has no positive and significant effect on the WTB variable with a p-value of 0.143. The t-statistic value is 1.469, ease of use (EOU) has no positive and significant effect on the WTB variable with a p-value of 0.198. The t-statistic value is 1.289, the perceived size (PS) has no positive and significant effect on the WTB variable with a p-value of 0.430. The t statistic value is 0.789, the perception of the guarantee system (PSA) has a positive and significant effect on the WTB variable with a p-value of 0.000. The t-statistic value is 7.154, and the Perception of Privacy Information Protection (PPIP) has no positive and significant effect on the WTB variable with a p-value of 0.105. The value of t statistic is 1.623 the perception of the guarantee system (PSA) has a positive and significant effect on the WTB variable with a p- value of 0.000. Keywords consumer behaviour; willingness to buy; online shopping