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Internet usage is growing rapidly. The internet has become an important part in business transactions. Millennial consumers, who have since been born "familiar" with the internet, have made ecommerce their favorite activity. Bukalapak as one of the ecommerce has many consumers from this millennial generation. The purpose of these research are: (1) To analysis the influence of web design to purchase decision. (2) To analysis reputation effect to purchase decision. (3) To analysis influence the ease of transaction to purchase decision. The respondents of research are 200 respondents who have transaction using e-commerce of Bukalapak. The research data processed using SEM AMOS. The results of these research are: (1) Web design has positif and significant effect to purchase decision with point t.stat 2,913 grater that 1,96 or point p 0,0004 less than 0,05. (2) Reputation takes positif and significant effect to purchase decision with point t.stat 1,960 equals from 1,96 or point p 0,050 equals from 0,05. (3) The easy transaction influences unsignificant negatively to the consumen decision with point t.stat -1,459 less then 1,96 or point p 0,145 grater than 0,05. Keywords: web design, reputation, easy transaction and purchase decision.