<![CDATA[Purpose: This study aims to examine the influence of influencer credibility, product price, and brand image on purchase decisions on the Shopee platform. Method: This study employs a quantitative approach with an associative research design. The sample consists of 180 respondents selected through purposive sampling, with the criteria of having made purchases on Shopee within the last six months. Data were collected using a structured questionnaire based on a five-point Likert scale. Data analysis was conducted using multiple linear regression, supported by validity, reliability, and classical assumption tests. Findings: The results indicate that influencer credibility, product price, and brand image have positive and statistically significant effects on purchase decisions, both partially and simultaneously. Among these variables, brand image has the strongest influence. The model also demonstrates good explanatory power in explaining consumer purchasing behavior in e-commerce. Novelty: This study contributes to the literature by integrating influencer credibility, pricing strategy, and brand image within a single empirical model in the context of Indonesian e-commerce. It also highlights the dominant role of brand image in influencing purchase decisions, providing practical insights for developing effective digital marketing strategies.]]>
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