<![CDATA[ABSTRACT Consumer purchasing decisions on the Shopee marketplace are influenced by various marketing stimuli, including flash sale discounts and product ratings. This study aimed to examine the partial and simultaneous effects of flash sale discounts and ratings on the purchasing decisions of students majoring in Economic Education at the Faculty of Economics and Business, Universitas Negeri Manado, on the Shopee marketplace. This study employed a quantitative approach with a survey design. The population consisted of 50 Economic Education students from the 2022 cohort, with a sample of 44 respondents determined using the Slovin formula at a 5% margin of error and selected through simple random sampling. Data were collected using a five-point Likert-scale questionnaire that had met validity and reliability requirements and were analyzed using multiple linear regression with SPSS. The results showed that flash sale discounts significantly affected purchasing decisions, with a t-value of 10.453 > t-table value of 2.019, while ratings also had a significant effect, with a t-value of 4.059 > t-table value of 2.019. Simultaneously, both variables had a significant effect, with an F-value of 317.026 > F-table value of 3.23 and an Adjusted R² of 0.936, indicating that 93.6% of the variation in purchasing decisions was explained by the research model. These findings indicate that the combination of flash sale discounts and product ratings can support increased purchasing decisions among students on the Shopee marketplace. ABSTRAK Keputusan pembelian konsumen pada marketplace Shopee dipengaruhi oleh berbagai stimulus pemasaran, termasuk diskon flash sale dan rating produk. Penelitian ini bertujuan menguji pengaruh diskon flash sale dan rating secara parsial maupun simultan terhadap keputusan pembelian mahasiswa Jurusan Pendidikan Ekonomi Fakultas Ekonomi dan Bisnis Universitas Negeri Manado pada marketplace Shopee. Penelitian menggunakan pendekatan kuantitatif dengan desain survei. Populasi penelitian berjumlah 50 mahasiswa Jurusan Pendidikan Ekonomi angkatan 2022, dengan sampel 44 responden yang ditentukan menggunakan rumus Slovin pada taraf kesalahan 5% dan dipilih melalui teknik simple random sampling. Data dikumpulkan melalui kuesioner berskala Likert yang telah memenuhi uji validitas dan reliabilitas, kemudian dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa diskon flash sale berpengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung 10,453 > t tabel 2,019, sedangkan rating berpengaruh signifikan dengan nilai t hitung 4,059 > t tabel 2,019. Secara simultan, kedua variabel berpengaruh signifikan dengan nilai F hitung 317,026 > F tabel 3,23 dan Adjusted R² sebesar 0,936, yang menunjukkan bahwa 93,6% variasi keputusan pembelian dijelaskan oleh model penelitian. Temuan ini menunjukkan bahwa kombinasi diskon flash sale dan rating dapat mendukung peningkatan keputusan pembelian mahasiswa pada marketplace Shopee. penting dalam membentuk keputusan pembelian mahasiswa pada marketplace Shopee.]]>
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