<![CDATA[The study aims to examine the influence of cashback, flash sale, and free shipping on the purchase intention of FEBM UMRAH students during Shopee’s twin date events. A quantitative approach was used, with the population beng active FEBM UMRAH students who made purchases during the twin date events. A total of 94 respondents were selected using insidental sampling. Data were collected through questionnaires and analyzed using multiple linear regression, t-test, F-test, an the coefficient of determination with SPSS version 26. The resulting regression model is Y = 2,542 + 0,464X1 + 0,686X2 + 0,154X3 + e with and Adjusted R2 of 0,687 or 68,7%. The t-test results indicate that cashback (X1) and flash sale (X2) have a positive and significant effect on purchase intetion, while free shipping (X3) has a positive but not significant effect. The F-test shows that all three variables simultanaeously have a significant effect, with F-valu of 69.095 > F-table 2,71 and significance of 0,000<0,05. Thus, it can be conducted that promotion strategies involving economic incentives and urgency effectively increase students purchase intentions during Shopee’s events]]>
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