<![CDATA[The growth of e-commerce has increased competition among beauty product brands, including The Originote on Shopee. This study aims to analyze the effect of promotion, price, and product quality on consumers’ purchase decisions for The Originote products on Shopee among the people of Sidoarjo. This research employed a quantitative approach involving 100 respondents who had purchased The Originote products through Shopee. Data were collected using questionnaires with a Likert scale and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and the coefficient of determination using SPSS. The results show that promotion, price, and product quality have positive and significant effects on purchase decisions. Promotion has a regression coefficient of 0.374 with a t-value of 4.543, price has a coefficient of 0.271 with a t-value of 3.856, and product quality has a coefficient of 0.349 with a t-value of 3.937. Therefore, effective promotion, appropriate pricing, and good product quality can increase consumers’ purchase decisions for The Originote products on Shopee in Sidoarjo.]]>
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