<![CDATA[This study aims to examine the influence of Flash Sale, Free Shipping, and Shopee Live on purchasing decisions for Jiniso fashion products on the Shopee platform among students of the Faculty of Economics and Business, Malikussaleh University. This research employed a quantitative approach, with data collected through questionnaires distributed to 114 respondents. The sampling technique used was the Hair formula, while the data were analyzed using multiple linear regression with the assistance of the Statistical Package for the Social Sciences (SPSS) version 27. The results of the study indicate that, partially, the Flash Sale variable has a positive and significant effect on purchasing decisions, with a significant value of 0.001 < 0.05 and a t-value of 7.797 > t-table of 1.658. The Free Shipping variable also has a positive and significant effect on purchasing decisions, with a significance value of 0.001 < 0.05 and a t-value of 24.339 > t-table of 1.658. Furthermore, the Shopee Live variable has a positive and significant effect on purchasing decisions, with a significance value of 0.001 < 0.05 and a t-value of 18.375 > t-table of 1.658. The R Square value of 0.971 indicates that the Flash Sale, Free Shipping, and Shopee Live variables are able to explain 97.1% of the variation in purchasing decisions, while the remaining 2.9% is explained by other variables not examined in this study.]]>
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