<![CDATA[The objective of this study is to determine the extent of the influence of social media and search engine optimization (SEO) on consumer purchasing decisions within the Shopee e-commerce industry. A quantitative research method utilizing a survey approach was employed to assess the impact of the independent variables on the dependent variable. Data analysis techniques included multiple linear regression, correlation coefficient analysis, and the coefficient of determination. The study yielded the regression equation Y = 12.936 + 0.209 X1 + 0.411 X2. Correlation analysis revealed an R-value of 0.707, indicating a strong relationship between the social media and SEO variables and purchasing decisions. Analysis of the coefficient of determination showed values of 63.7% for X1 and 62.2% for X2, demonstrating that both independent variables exert a strong influence on purchasing decisions. Hypothesis testing resulted in a calculated t-value (t-count) of 3.440 (exceeding the t-table value of 1.984) for X1, and a t-count of 4.241 (exceeding the t-table value of 1.984) for X2. Based on these calculations, it is concluded that social media and SEO have a significant influence on purchasing decisions in the Shopee e-commerce industry.]]>
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