<![CDATA[This study aims to analyze the influence of free shipping on purchasing decisions on the Shopee marketplace in Palopo City. A quantitative approach was employed, with a sample of 100 respondents selected using the incidental sampling technique. Data collection was conducted through observation, interviews, and the distribution of questionnaires. Data analysis was performed using SPSS software, encompassing validity and reliability tests, simple linear regression analysis, the t-test, and the coefficient of determination (R²) test. The results indicate that all research instruments were valid and reliable. The regression analysis yielded the equation Y = 11.739 + 0.894X, demonstrating that free shipping has a positive effect on purchasing decisions. The t-test results showed a calculated t-value of 9.977 with a significance level of 0.000 (p < 0.05), leading to the acceptance of the research hypothesis. The coefficient of determination (R²) of 0.504 indicates that free shipping accounts for 50.4% of the variation in purchasing decisions, while the remaining 49.6% is influenced by factors outside the scope of this study. Thus, the more attractive the free shipping program offered by Shopee, the higher the level of consumer purchasing decisions in Palopo City.]]>
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