<![CDATA[This study aims to analyze the partial and simultaneous effects of advertising, flash sales, product availability, and product reviews on purchase decisions in the Shopee marketplace. Employing an associative quantitative approach grounded in the Stimulus-Organism-Response (S-O-R) theory, data were gathered via Google Form questionnaires from 160 Generation Z respondents selected through purposive sampling. The data analysis was conducted using multiple linear regression with IBM SPSS Statistics. The partial test results reveal that advertising, flash sales, and product reviews have a positive and significant impact on purchase decisions. Conversely, product availability shows no significant effect, as digital consumers can seamlessly switch to alternative competitors within seconds. Simultaneously, all four independent variables significantly influence consumers' purchase decisions, contributing an R Square value of 60.6%. These findings highlight the importance of integrating visual promotional stimuli, price urgency tactics, and social proof from customer reviews to drive buying actions. The managerial implication suggests that marketplace sellers must optimize creative ad management, implement periodic promotional schedules, and maintain positive reviews to sustainably increase purchasing decision.]]>
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