<![CDATA[Purpose: This study aims to analyze the effects of advertising and discounts on purchase decisions on the Shopee application among Management students at Universitas Graha Karya Muara Bulian. Design/methodology/approach: This study employed a quantitative approach involving Management students at Universitas Graha Karya Muara Bulian as respondents. Data were collected through questionnaires and analyzed using SPSS version 20. The analysis included validity and reliability tests, t-test, F-test, and coefficient of determination. Findings: The results show that advertising and discount variables obtained mean index scores of 4.28 and 4.29, respectively, categorized as very attractive, while purchase decisions obtained a mean index score of 4.30, categorized as very good. Advertising has a positive and significant effect on purchase decisions (t = 3.372 > 2.02809), whereas discounts have no significant effect (t = 1.423 < 2.02809). Simultaneously, advertising and discounts significantly affect purchase decisions (F = 27.992 > 3.27). The Adjusted R² of 0.587 indicates that the two variables explain 58.7% of the variation in purchase decisions. Research implications: The findings indicate that advertising plays an important role in influencing students' purchase decisions on Shopee. Therefore, Shopee and its sellers should develop more attractive and relevant advertising strategies, while discount programs should be evaluated and integrated with other marketing factors to strengthen their effectiveness.]]>
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