<p>Nowadays, the use of the internet and smartphones almost entirely related to all  aspectsin our life, which can make it easier for us. This study aims to determine the effect of Online Marketing on purchasing decision to buyriau’s typical souvenirs in Pekanbaru. Riau’stypical souvenirs were grouped into wet food and dry food. Population in this study are consumers who had bought Riau’s typical souvenirs inPekanbaru, as much as97 consumers, using purposive sampling technique. Quantitative methods was used in this study. The research results obtained that product, price, promotion, customer service, community, site, security were partially influence on purchasing decision of Riau’s typical souvenirs in Pekanbaru, whereas place and personalization have no effect onpurchasing decisions. Thus, online marketing was simultaneously influences on purchasing decision of Riau’s typical souvenirs in Pekanbaru.</p><p> </p><p>Keywords: Online Marketing, Purchasing Decisions</p>