<![CDATA[The development of digital technology has changed consumer behavior in making purchases through e-commerce platforms. Live streaming has become one of the marketing strategi that allows sellers to interact diretly with consumers, display products, and offer various promotions. This study aims to determine the effects of Direct Marketing, Display Product, and Free Shipping on purchasing decisions among Shopee consumers in Bireuen City. The study employed a quantitative method with a sample of 100 respondents selected using purposive sampling, consisting of Bireuen City residents who had made purchases through the Shopee marketplace. Data were collected through an online questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results indicate that, partially, Direct Marketing has no significant effect on purchasing decisions, while Display Product and Free Shipping have positive and significant effects. Simultaneously, the three variables have a significant effect on purchasing decisions, with an F-count of 50.201 > F-table of 2.70 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 61.1% indicates that Direct Marketing, Display Product, and Free Shipping explain 61.1% of the variation in purchasing decisions, while the remaining 38.89% is explained by other variables not examined in this study.]]>
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