<![CDATA[The rapid growth of e-commerce has intensified competition among online marketplaces to attract consumers through incentive promotional strategies. This study aims to analyze the effect of free shipping promotions and product discounts on purchasing decisions in Shopee e-commerce among Economic Education students at Universitas Bhinneka PGRI Tulungagung. This associative quantitative study involved 105 student Shopee users as respondents selected through purposive sampling. Data were collected using a structured Likert scale questionnaire and processed using SPSS software via multiple linear regression. The results showed that free shipping promotions had a positive and significant effect (p=0.017) and product discounts had a positive and significant effect (p=0.014) on purchasing decisions. Simultaneously, free shipping promotions and product discounts significantly influenced purchasing decisions (p=0.000) with a coefficient of determination of 40.8%. These findings indicate that waiving shipping fees and price discounts effectively increase purchasing decisions among price-sensitive students. ABSTRAK Perkembangan e-commerce mendorong persaingan ketat antarplatform marketplace dalam memikat konsumen melalui strategi promosi insentif. Penelitian ini bertujuan untuk menganalisis pengaruh promo gratis ongkir dan diskon produk terhadap keputusan pembelian di e-commerce Shopee pada mahasiswa Program Studi Pendidikan Ekonomi Universitas Bhinneka PGRI Tulungagung. Penelitian kuantitatif asosiatif ini melibatkan 105 mahasiswa pengguna Shopee sebagai responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data menggunakan kuesioner terstruktur skala Likert, sedangkan pengolahan data menggunakan program SPSS melalui regresi linear berganda. Hasil penelitian menunjukkan bahwa promo gratis ongkir berpengaruh positif dan signifikan (p=0,017) serta diskon produk berpengaruh positif dan signifikan (p=0,014) terhadap keputusan pembelian. Secara simultan, promo gratis ongkir dan diskon produk berpengaruh signifikan (p=0,000) terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 40,8%. Temuan ini mengindikasikan bahwa pembebasan biaya pengiriman dan pemotongan harga efektif meningkatkan keputusan pembelian mahasiswa yang sensitif terhadap harga. ]]>
