The purpose of this study was to determine the factors that have an influence on online purchasing decisions through e-commerce Shopee during the national online shopping day for undergraduate students in the city of Solo. These factors can be measured through the variables of price, promotion, and ease of transaction. This research is a quantitative research and uses primary data. The data analysis technique in this research is descriptive analysis and multiple linear regression analysis using SPSS version 2.5. The population of this study were undergraduate students in the city of Solo totaling 46,729 people. The number of samples used amounted to 400 respondents with data collection techniques using a questionnaire in the form of google forms. The results of this study indicate that the price variable, promotion has a positive effect on online purchasing decisions through Shopee e-commerce during the national online shopping day. Meanwhile, the ease of transactions does not have a positive effect on online purchasing decisions through Shopee e-commerce during the national online shopping day.
