<![CDATA[The rapid development of digital commerce has changed consumer purchasing behavior and increased the importance of factors that shape online purchase decisions. This study aims to examine the influence of lifestyle, consumer perception, and social environment on purchase decisions among Shopee users in the Greater Jakarta (Jabodetabek) area. A quantitative survey was conducted with 200 respondents selected through purposive sampling. Data were collected using a five-point Likert questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model was evaluated through convergent validity, discriminant validity, and reliability tests, while the structural model was evaluated using R-square, path coefficients, and bootstrapping. The results show that lifestyle, consumer perception, and social environment influence purchase decisions. The path coefficients were 0.402, 0.305, and 0.271, respectively, with T-statistics of 6.146, 5.217, and 4.921 and P-values of 0.000. The R-square value of 0.844 indicates that the three independent variables jointly explain 84.4% of the variation in purchase decisions. Lifestyle has the largest path coefficient and therefore represents the most dominant factor in the model.]]>
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