<![CDATA[This study aims to analyze the influence of digital marketing and ease of use of the Shopee marketplace platform on the purchase intention of Digital Business students at the Lamaddukelleng Institute of Law and Economics, both partially and simultaneously. This study employs a quantitative approach with a survey design. The research sample consisted of 71 respondents who were active students of the Digital Business Undergraduate Program who actively use the Shopee marketplace, determined using purposive sampling technique. Data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression analysis with the help of SPSS version 26. The results showed that digital marketing and ease of use of the platform simultaneously have a positive and significant effect on students' purchase intention, as evidenced by an F-calculated value of 15.684 at a significance level of 0.000. Partially, digital marketing has a significant effect on purchase intention with a t-calculated value of 3.001 (sig. 0.004), while ease of use of the platform also has a significant effect with a t-calculated value of 3.747 (sig. 0.000) and is the most dominant variable based on the standardized coefficients beta value of 0.390. The coefficient of determination (R Square) value of 0.316 indicates that 31.6% of the variation in students' purchase intention can be explained by digital marketing and ease of use of the platform, while the remaining 68.4% is influenced by other factors outside this study. This study confirms that creative digital marketing strategies and ease of use of the platform are important factors that marketplace companies need to consider to increase consumer purchase intention, particularly among students.]]>
