<![CDATA[Purpose – This study aims to analyze the influence of discounts, product quality, and product reviews on purchase decisions among consumers of Lafiye Official Shop on Shopee.co.id in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to examine the causal relationships among discounts, product quality, product reviews, and purchase decisions. The sample consists of 100 respondents selected using a non-probability purposive sampling technique. Data were collected using validated and reliable questionnaires and analyzed through classical assumption tests and multiple linear regression analysis using IBM SPSS Statistics version 25. Findings – The results indicate that discounts, product quality, and product reviews each have a positive and significant effect on purchase decisions. These findings suggest that price incentives, perceived product quality, and user-generated reviews play a crucial role in shaping consumer purchasing behavior in e-commerce platforms. Originality/value – This study contributes to digital marketing and consumer behavior literature by integrating discounts, product quality, and product reviews as key determinants of purchase decisions in the online fashion industry, specifically the hijab segment. The findings provide practical implications for e-commerce sellers in optimizing pricing strategies, maintaining product quality, and managing online reviews to enhance purchase decisions.]]>
