- To gain consumer buying interest, can not be separated from the presentation of a quality website, website quality is an important factor in e-commerce if you want to evaluate the performance of e-commerce itself, website quality not only affects consumer emotions (positively) but also can minimize the risks that exist for consumers. In addition, the perceived flow obtained by the users of e-commerce via their own website can affect the customer's purchase intention online. Research to examine the extent of Purchase Intention and website quality influence on purchase intention through perceived flow. This research is an explanatory research, the location of this research was conducted in Malang, East Java. The population in this study were all people who ordered vehicles using online travel services (using the web) with a sample of 190 respondents. Data analysis techniques using Descriptive Statistical Analysis, Path Analysis and Testing Hypotheses. The results of website quality analysis have a positive and significant effect on Perceived Flow, website quality has a positive and significant effect on purchase intention, Perceived Flow has a positive and significant effect on Purchase Intention and website quality has a positive and significant effect on purchase intention through perceived flow.

Keywords : Website Quality, Perceived Flow, Purchase Intention, E Commerce.