This study aims to analyse the effect of advertising and service quality on purchasing decisions of Shopee users in the Jabodetabek area, both partially and simultaneously. In this study, the authors used a type of quantitative data. In this study using primary data. The population in this study are individuals who use the Shopee Indonesia e-commerce platform and are between 17 and 55 years old who live in the Jabodetabek area. The total number of individuals in this population group is difficult to determine with certainty due to the large number 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 data analysis process uses SPSS 22 software for hypothesis testing through the t test, f test, and R Square test. The results showed that partially and simultaneously Advertising (XI) and Service Quality (XI) had a significant and positive effect on purchasing decisions (Y) on Shopee e-commerce in Jabodetabek. The coefficient of determination shows that advertising (XI) and service quality (X2) contribute to purchasing decisions (Y) in Shopee e-commerce in Jabodetabek by 59.6% while the remaining 40.4% is influenced 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.