| The aim of this research is to determine the effect of social media advertising and brand reputation toward online purchase behavior. The subject of this research are Indonesian and non-Indonesian, as the aim is to compare the behavior between the two subjects in regard to online purchase decision. This study uses the quantitative approach by spreading questionnaire globally as the main data collecting method and supported by many literature as secondary data. Multiple regression analysis is then employed to analyze the primary data. The objective of this research is to determine the effect of few variables namely social media advertising (X1), brand reputation (X2), and economic country classification as dummy variable (X3) toward online purchase behavior (Y). The findings of this research suggest that there are positive association between social media advertising and brand reputation toward online purchase decision. However, if compared between Indonesian and non-Indonesian citizen it can be concluded that Indonesians consider that social media advertising and brand reputation impacted greatly toward their online purchase decision when compared with the non-Indonesian respondents. Also, the purchase behavior between developed and developing countries are similar because the insignificant result from the dummy variable. |