<![CDATA[The rapid growth of e-commerce has intensified competition in the cosmetics industry, making e-advertising and product quality critical factors in purchasing decisions. This study aims to analyze the influence of e-advertising and product quality on the purchase decisions of Wardah cosmetic products on Shopee among female students at the Faculty of Economics, Sriwijaya University. The study employs a quantitative approach using descriptive and explanatory methods through a cross-sectional design. The population consisted of 2,404 female students, with a sample of 100 respondents selected using multistage random sampling. Data were collected via a Likert-scale questionnaire and analyzed using multiple linear regression, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that e-advertising and product quality have a positive and significant effect—both partially and simultaneously—on purchasing decisions, with an R² value of 44.8%. The study’s conclusion affirms that optimizing digital advertising and ensuring high product quality can enhance consumer purchasing decisions.]]>
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