<![CDATA[The rapid development of digital technology has driven the increasing use of e-commerce platforms, particularly Shopee, which became the marketplace with the highest number of visits in Indonesia throughout 2024. This research is motivated by the high usage of Shopee among students of FEBI UIN STS Jambi who, despite having Islamic economic literacy, still have their shopping behavior strongly influenced by price discounts, transaction services, and user Ratings. This study aims to determine the effect of these three factors on students’ purchase decisions, both partially and simultaneously. The method used is quantitative with purposive sampling, involving 94 respondents from FEBI students of the 2022–2024 batch, calculated using the Slovin formula. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression with SPSS 27. The results show that price discounts (sig. 0.001), transaction services (sig. 0.056), and Ratings (sig. 0.045) each have a significant partial effect on purchase decisions. Simultaneously, all three variables also have a significant effect with a Prob.(F-Statistic) value of 0.001. The Adjusted R-squared value of 0.745 indicates that these three variables explain 74.5% of the variation in students’ purchase decisions on Shopee, while the remaining 25.5% is influenced by other variables outside of this study.]]>
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