<![CDATA[Abstract: The growth of e-commerce has transformed consumer shopping patterns, particularly among university students, who constitute a group of active internet users. Beyond the convenience offered by e-commerce, online promotions also serve as a factor influencing students' shopping behavior. This study aims to determine the impact of e-commerce usage and online promotions on students' shopping behavior. A quantitative method with an associative approach was employed. The study population consisted of 145 students, with a sample of 107 respondents determined using Slovin's formula. Data collection was conducted via questionnaires, while data analysis utilized SPSS Version 25 software, covering validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that e-commerce usage has a positive and significant effect on students' shopping behavior, with a calculated t-value of 2.728 (exceeding the t-table value of 1.659) and a significance value of 0.007 (below 0.05). Online promotions also have a positive and significant effect on students' shopping behavior, with a calculated t-value of 4.609 (exceeding the t-table value of 1.659) and a significance value of 0.000 (below 0.05). Simultaneously, e-commerce usage and online promotions significantly influence students' shopping behavior, with a calculated F-value of 45.155 (exceeding the F-table value of 3.08). The variable exerting the most dominant influence on students' shopping behavior is online promotion..Keywords: E-Commerce, Online Promotion, and Shopping Behavior]]>
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