An Analysis of the Determinants of Purchase Decisions on Shopee: A Multiple Linear Regression Approach

Abstract

This study aims to analyze the factors influencing purchasing decisions on the Shopee e-commerce platform using multiple linear regression methods. The variables studied include product discounts, free shipping, live streaming features, and buyer ratings/reviews. Data were collected through interviews, questionnaires, and documentation from a sample of Shopee user students at STIKI Malang. The analysis results indicate that all the independent variables have a significant influence on consumer purchasing decisions. This research is expected to provide insights for e-commerce platform developers in enhancing their marketing strategies and services and to serve as a reference for future studies in the same field