<![CDATA[The advancement of digital technology has significantly transformed consumer behavior, particularly in purchasing activities through e-commerce platforms. Shopee, as one of the leading marketplaces in Indonesia, has successfully attracted consumer interest through various marketing strategies. This study aims to analyze the influence of price, promotion, and ease of payment on purchasing decisions among Shopee users in Tikung District, Lamongan Regency. The research employs a quantitative method with data collected through questionnaires distributed to active Shopee users. The data were analyzed using multiple linear regression tests to examine the partial and simultaneous effects of each variable. The results indicate that price, promotion, and ease of payment all have a positive and significant influence on purchasing decisions, both partially and simultaneously. Among these variables, price is identified as the most dominant factor influencing purchasing decisions. These findings offer valuable insights for business actors in designing effective marketing strategies in the digital era.]]>
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