<![CDATA[The rapid growth of Shopee as the marketplace with the highest number of visits in Indonesia has prompted a study of the promotional factors that influence consumer purchasing decisions in Semarang City. This study aims to analyze the effect of discounts, shopping convenience, and free shipping on the purchasing decisions of Shopee users, both partially and simultaneously. The study used a quantitative approach through a survey of 100 respondents selected by purposive sampling based on their experience transacting on Shopee. Data were analyzed using multiple linear regression, preceded by validity, reliability, and classical assumption tests, and followed by t-tests, F-tests, and the coefficient of determination (R²). The results show that shopping convenience has a positive and significant effect on purchasing decisions and is the most dominant variable. Free shipping also has a significant positive partial effect, while discounts have a positive but statistically insignificant effect. Simultaneously, discounts, shopping convenience, and free shipping have a significant effect on purchasing decisions, with the ability to explain 90.0 percent of the variance. These findings indicate that Shopee consumers in Semarang City place more weight on system practicality and shipping-cost efficiency than on price discounts. The implications of this study emphasize the importance of optimizing application convenience and free-shipping schemes as the primary strategies for driving purchasing decisions.]]>
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