<![CDATA[This study aims to analyze the effects of digital marketing and the ease of use of the Shopee marketplace platform on the purchase intention of Digital Business students at the Lamaddukelleng Institute of Law and Economics, both partially and simultaneously. This study employed a quantitative approach involving 71 students who use Shopee as respondents. The data were analyzed using multiple linear regression, with hypothesis testing conducted through t-tests and an F-test. The results indicate that digital marketing has a positive and significant effect on students' purchase intention, with a regression coefficient of 0.290 and a significance value of 0.004. The ease of use of the platform also has a positive and significant effect on purchase intention, with a regression coefficient of 0.399 and a significance value below 0.001. Simultaneously, digital marketing and platform ease of use have a significant effect on purchase intention, as indicated by an F-statistic of 15.684 and a significance value below 0.001. The coefficient of determination (R²) of 0.316 indicates that the two variables jointly explain 31.6% of the variation in students' purchase intention, while the remaining 68.4% is associated with other factors outside the research model. Based on the standardized beta coefficients, platform ease of use has a relatively greater contribution than digital marketing. This study concludes that effective digital marketing strategies and ease of use are important factors in increasing students' purchase intention on the Shopee marketplace.]]>
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