The e-commerce advance and the growing number of internet users impact both the traditional market and the access channels to the consumer, in face of these transformations in the purchase decision process, the need to evaluate factors that influence the consumer in his buying decision process online arises. The overall objective was to analyze the degree of influence of the marketing mix and reference groups, in the decision of college students of the Institute of Social Sciences, Education and Zootechnics (ICSEZ-Ufam) Parintins to buy online. The theoretical framework is the studies that deal with marketing, consumer behavior and e-commerce, among the main authors are Kotler and Keller (2018), Churchill Jr. and Peter (2013), Las Casas (2009) and Solomon (2013). The research is classified as descriptive, survey as to procedures, and the data were treated quantitatively by descriptive statistics. The data collection instrument was an online questionnaire, composed of 46 (forty-six) questions, divided into 1 (one) initial filter question, 5 (five) about the sample profile and 40 (forty) in a likert format of each factor researched. The sample is composed of 132 undergraduate online consumers from the courses of Business Management, Visual Arts, Social Communication - Journalism, Physical Education, Pedagogy, Social Work and Zootechnics from ICSEZ-Ufam Parintins. The results show that the population investigated and consumer of e-commerce is influenced by factors, with a higher degree of incidence of price (77,08%), followed by the square (68,47%), product (67,61%), promotion (64,68%) and reference groups (48,48%). And within these factors the main variables were the price of freight, search on reliable sites, sufficient product information, presence of discounts and the indication of other online shoppers. It is expected that the result of this study contributes to the improvement of virtual businesses, and arouses the interest of new studies on the degree of influence of other factors in e-commerce.
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