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 e-commerce shopee.

Keywords : Service Quality, Reputation, Purchasing Decisions, Consumer Trust.