<![CDATA[Purpose – This study aims to examine the influence of product quality, promotion, and Shopee PayLater on consumer purchasing decisions in Malang City. Design/methodology/approach – This study employs a quantitative research design using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. Data were collected from 170 respondents selected through purposive sampling. The respondents were Shopee PayLater users aged 17–35 years who had viewed promotional content at least three times and made purchases within the last three months. Data were analyzed using Partial Least Squares (PLS) to examine the effects of product quality, promotion, and Shopee PayLater on purchasing decisions. Findings – The results indicate that product quality has the strongest positive and significant effect on purchasing decisions (β = 0.411), followed by promotion (β = 0.308) and Shopee PayLater (β = 0.234). Although all three variables significantly influence purchasing decisions, product quality is identified as the primary determinant, while Shopee PayLater functions as a supporting factor that facilitates consumer purchases. Originality/value – This study contributes to e-commerce and digital payment literature by integrating product quality, promotion, and buy-now-pay-later (BNPL) services as determinants of purchasing decisions. The findings provide practical implications for online businesses in prioritizing product quality while leveraging promotional strategies and flexible payment options to strengthen consumer purchasing behavior.]]>
