<![CDATA[E-Commerce is electronic commerce related to the activity of buying, selling, marketing of goods or services by utilizing internet communication network as a form of future trading.. The purpose of this research is (1) To know the influence of consumer behavior toward online purchasing decision on E Commerce Site, (2) to know the influence of brand image to online purchasing decision on E Commerce Site, (3) to know the influence of promotion to online purchasing decision at E-Commerce Sites XYZ. The method used in this study is a quantitative research method and use if the data SPSS Version 24.00. Populations and samples in this study were 97 valid questionnaires. Questionnaire materials include: Functional Image (image seen from product function), Affective Image (image seen from attitudes toward brand), and Reputation (image seen from reputation of brand) disseminated to E Commerce Site XYZÂ user in Jakarta. this is: Based on the results of research and discussion, it can be concluded that (1) Partially, the dimensions of Consumer Behavior have a significant and positive effect on Purchase Decision at E-Commerce Sites XYZ received with a significance value of 0.618, (2) Partially, image has a significant and positive effect on Purchasing Decision at E Commerce Site XYZ received with a significance value of 0.323, (3) Partially, the promotion dimension has a significant and positive effect on Purchase Decision at E Commerce Sites received with a significance value of 0.765Â E-Commerce adalah perdagangan elektronik yang berkaitan dengan aktivitas pembelian, penjualan, pemasaran barang ataupun jasa dengan memanfaatkan jaringan komunikasi internet sebagai bentuk perdagangan masa depan. Tujuan penelitian ini adalah untuk mengetahui pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian online pada situs belanja online XYZ. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif dan menggunakan olah data SPSS Versi 24.00. Populasi dan sampel dalam penelitian ini sebanyak 97 kuisioner yang valid. Materi kuisioner meliputi : Functional Image (citra dilihat dari fungsi produk), Affective Image (citra dilihat dari sikap terhadap merek), dan Reputation (citra dilihat dari reputasi merek) yang disebarkan kepada pengguna situs belanja online di Jakarta. Berdasarkan hasil penelitian dan pembahasan, dapat disimpulkan bahwa (1) secara parsial, dimensi Perilaku Konsumen berpengaruh signifikan terhadap Keputusan Pembelian di situs belanja online XYZ dengan nilai signifikansi 0,618, (2) secara parsial, Citra berpengaruh positif dan signifikan terhadap Keputusan Pembelian di situs belanja online XYZ dengan nilai signifikansi 0,323, (3) secara parsial, dimensi promosi berpengaruh signifikan terhadap Keputusan Pembelian di situs belanja online XYZ dengan nilai signifikansi 0,765]]>
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