Understanding how customers shape purchase decisions in the e-commerce marketplace

Consumer preferences for online purchases are increasing during the pandemic. This paper aims to understand how customers perceive their values regarding shopping. Our study hypothesized that website design attractiveness, e-commerce marketplace reputation, and perceived ease of transaction predictors customer-perceived value, influencing purchase decision. employs a survey with total sample 225 respondents Indonesian consumers. Data is gathered through distribution Google-forms questionnaires analyzed using Structural Equation Modelling (SEM) method. The findings revealed significant direct relationship between website's customer's value also found mediation effects on relationships attractiveness reputation decisions. Considering importance role decisions, this recommends companies strengthen marketing strategies related those three value. A good expected increase customers' purchasing probability.