<![CDATA[The development of digital technology has driven transformations in marketing strategies, particularly through the use of online promotion as a means of enhancing consumers’ purchasing decisions. In addition to online promotion, customer value and transaction convenience are theoretically and empirically considered to be factors that may influence consumers’ purchasing decisions. This study aims to analyze the effects of online promotion, customer value, and transaction convenience on purchasing decisions at Frozen Food Mbak Bakul. This research employed a quantitative approach using an associative research design. The data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of IBM SPSS software. The results show that online promotion and customer value have a positive and significant partial effect on purchasing decisions, whereas transaction convenience does not have a significant partial effect. However, simultaneously, online promotion, customer value, and transaction convenience have a significant effect on purchasing decisions, with a coefficient of determination (R²) of 0.761, indicating that 76.1% of the variation in purchasing decisions can be explained by the three independent variables. These findings indicate that improving the effectiveness of digital promotion and creating optimal customer value are important strategies for encouraging consumer purchasing decisions at Frozen Food Mbak Bakul.]]>
