<![CDATA[Purpose – This study aims to analyse the effects of price, information quality, discounts, and promotions on purchasing decisions in the Shopee marketplace. Methods – The method used in this study is multiple linear regression with four independent variables: price, information quality, discounts, and promotions, which were collected through the distribution of questionnaires at six universities in Yogyakarta. Findings – The result showed that variables of price and promotions have a positive and significant effect on purchasing decisions in the Shopee marketplace. Meanwhile the variables of information quality and discounts have no partial influence on buying decisions on shopee marketplace. Implication – Sellers are expected to optimise factors that influence purchasing decisions to increase sales. Originality – This research is contributing to analysing purchase decisions by students in the Special Region of Yogyakarta Province on the Shopee marketplace. AbstrakTujuan – Penelitian ini bertujuan untuk menganalisis pengaruh harga, kualitas informasi, diskon, dan promosi terhadap keputusan pembelian di marketplace Shopee.Metode – Penelitian ini menggunakan model regresi linear berganda dengan empat variabel independen: harga, kualitas informasi, diskon, dan promosi. Data dikumpulkan melalui penyebaran kuesioner di enam perguruan tinggi di Yogyakarta. Temuan – Hasil penelitian menunjukkan bahwa variabel harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian di marketplace Shopee. Sementara itu, variabel kualitas informasi dan diskon tidak memiliki pengaruh parsial yang signifikan terhadap keputusan pembelian.Implikasi – Penjual diharapkan dapat mengoptimalkan faktor-faktor yang secara signifikan memengaruhi keputusan pembelian guna meningkatkan penjualan. Orisinalitas – Penelitian ini memberikan kontribusi dalam menganalisis perilaku keputusan pembelian oleh mahasiswa di Provinsi Daerah Istimewa Yogyakarta pada marketplace Shopee.]]>
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