This study aims to analyse the effect of advertising and service quality on purchasing decisions of Shopee users in the Jabodetabek area, both parmally and simultaneously In this study, the authors used a rupe of quantarve dana in tus staly using primary data The population in this study are individuals who use the Shopee Indonesia e-commerce platform and are between 1 and 55 years old who live in the Jabodetabek area. The total number of individuals in this popularnon group is difficult to determine with certainty due to the large member of Shopee Indonesia application users in the Jabodetabek area. Using the Non-Probability Sampling method and accidental sampling technique recommended by Malhotra 210 sample data were selected for analysis. This study uses the Multiple Linear Regression Analysis model. The dana analysis process uses SPSS 22 software for hypothesis testing through the test, f test, and R. Square test. The results showed that partially and sumultaneously Advertising (XI) and Service Quality (X) hai a significant and positive effect on purchasing decisions (Y) on Shopee e-commerce in Jabodetabek. The coefficient of determination shows that advertising (MM) ani service quality (X2) contribute to purchasing decisions (Y) in Shopee e-commerce in Jabodetabek by 59.6% while the remaining 40.4 is rfluenced by other variables not analysed in this study. So that Advertising and Service Quality on Purchasing Decisions have a significant and positive effect on purchasing decisions.

Keywords: Advertising, Service Quality, Purchase Decision, Shopee, Jabodetabek,