<![CDATA[Abstract : This study aims to examine the effect of Shopee’s e-commerce service quality and payment convenience on the purchase intentions of students at Universitas Al-Khairiyah. Using a quantitative research approach, the study targeted final-year students of the Management Study Program, Faculty of Economics and Business. A sample of 121 respondents was selected through purposive sampling. Data were collected via a structured, closed-ended questionnaire with a five-point Likert scale and analyzed using multiple linear regression. The results indicate that both Shopee’s e-commerce service quality and payment convenience significantly influence purchase intentions, both individually and jointly. Factors such as ease of access, platform reliability, service quality, and secure as well as practical payment options play a crucial role in shaping students’ purchasing decisions. Improving service quality and streamlining payment processes are recommended as effective strategies to attract and retain student consumers.]]>
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