Edunomika – Vol. 04, No. 02 (Agustus, 2020) 886 KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE DITINJAU DARI WEBSITE QUALITY, INOVASI PRODUK, DAN ELECTRONIC WORD OF MOUTH (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Islam Batik Surakarta) Tulus Dwi Prasetyo, Istiatin, Bambang Mursito Fakultas Ekonomi, Universitas Islam Batik Surakarta Email: tulusdwip97@gmail.com ABSTRACT The purpose of this research is to find out whether there is a significant influence between variable website quality, product innovation, and electronic word of mouth on e-commerce shopee purchasing decisions. In addition, it is also to find out whether there is a significant simultaneous effect and which variable is the most dominant in influencing the purchase decision of e-commerce shopee at the Faculty of Economics, Batik Islamic University, Surakarta. The method used is quantitative descriptive method. The population in this study amounted to 1330 students and the number of samples used was 133, where the sampling technique used quota sampling. The data used are primary data and secondary data with data collection techniques: observation, documentation, questionnaire and literature study. Data analysis techniques in this study used multiple linear tests. The results of the study can be concluded that: The results of the study can be concluded that: 1) There is the influence of website quality, product innovation, and electronic word of mouth simultaneously influence the purchasing decision of e-commerce shopee on the Students of the Faculty of Economics, Islamic University of Batik Surakarta, 2) There is an influence website quality on e- commerce shopee purchasing decisions at the Batik Faculty Islamic University Economics Faculty Students, 3) There is an influence on product innovation on e-commerce shopee purchasing decisions at the Batik Faculty Islamic Economics Faculty Students, 4) There is the influence of electronic word of mouth on the decision purchasing e-commerce shopee at the Faculty of Economics, Surakarta Islamic Muslim University. Keywords: Purchasing Decisions, Website Quality, Product Innovation, Electronic Word Of Mouth 1. PENDAHULUAN Kondisi lingkungan global yang tengah menghadapai pandemi Covid-19 sangat berdampak pada sektor ekonomi khususnya di bidang jual beli online. Banyaknya toko offline yang ditutup berdampak cukup signifikan terhadap penjualan di toko online, masyakarat yang diharuskan mematuhi protokol kesehatan dengan tidak boleh melakukan aktivitas terlalu lama di luar memaksa mereka untuk melakukan transaksi secara online untuk memenuhi kebutuhan mereka sehari-hari. E-commerce memiliki dampak positif yang mampu menarik konsumen untuk bertransaksi online. Penyebab adanya peningkatan pengguna e-commerce didasari karena adanya kemudahan serta kenyaman dalam mengakses internet. Mereka dapat membeli produk yang mereka inginkan serta melakukan transaksi secara mudah dan tentunya para konsumen e- commerce pun mampu melayani keinginannya sendiri sesuai harapan dan keputusan yang di ambil ketika sedang melakukan transaksi e-commerce tersebut. E-commerce juga memiliki dampak negatif seperti adanya resiko yang bisa dialami para penggunanya (Sidharta & Suzhanto, 2015). Antusias konsumen untuk berkunjung ke situs belanja online shopee memungkinkan mereka melakukan tindakan pembelian suatu produk. Keputusan pembelian menjadi suatu hal