This study aims to determine the service
quality of e-commerce Shopee to the reputation and
purchasing decisions through consumer trust. This study
is a explanatory research with the use of quantitative
approach. The population in this study is consumer
Shopee in East Java, amounted to 105 respondents who
ever make purchases through e-commerce Shopee.
Metodology of data analysis used in this study is
Structural Equation Model (SEM). The result of this
study indicate that service quality influences the
reputation and purchasing decisions through consumer
trust. Good quality is something that highly expected by
consumers, that will influence on reputation and
consumer trust who will make a purchasing decisions in
Keywords : Service Quality, Reputation, Purchasing Decisions, Consumer Trust.