A power transmission device in a power transmission system including the power transmission device including a primary coil and a power reception device including a secondary coil, the primary coil being electromagnetically coupled to the secondary coil, to receive in the power reception device AC power transmitted from the power transmission device, comprises a waveform monitor circuit configured to detect an electric potential at one end of the primary coil and output a waveform monitor signal formed by restricting the detected electric potential to an electric potential which is equal to or higher than a ground electric potential; a waveform detection circuit configured to detect a waveform change in the waveform monitor signal input from the waveform monitor circuit; and a data detection circuit configured to detect data transmitted by load change by a load modulation unit in the power reception device based on a result of detection of the waveform change detected by the waveform detection circuit.