<![CDATA[This study aims to analyze the influence of price and product quality on purchasing decisions through the Shopee application among students from East Nusa Tenggara living in Yogyakarta. The increasing use of Shopee as an e-commerce platform has made price and product quality important considerations in purchasing decisions among students.This research employed a quantitative approach with an associative research design. The population consisted of NTT students residing in Yogyakarta who had experience purchasing products through Shopee. A sample of 100 respondents was selected using purposive sampling. Data were collected through questionnaires measured using a Likert scale and analyzed using SPSS software. The analytical techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that price has a positive and significant effect on purchasing decisions, with a significance value of 0.005 (< 0.05). Product quality also has a positive and significant effect on purchasing decisions, with a significance value of 0.000 (< 0.05), and is the most dominant factor influencing purchasing decisions. Simultaneously, price and product quality significantly affect purchasing decisions, as evidenced by an F-value of 444.590 and a significance level of 0.000 (< 0.05). The coefficient of determination (R²) of 0.902 shows that 90.2% of the variation in purchasing decisions can be explained by price and product quality, while the remaining 9.8% is influenced by other factors. Therefore, competitive pricing and high product quality are essential in encouraging consumer purchasing decisions on the Shopee platform.]]>
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