<![CDATA[General Background: Digital technology has changed how consumers search for product information and conduct online transactions. Specific Background: TikTok Shop integrates short video content, direct interaction, and shopping features in one application, making it relevant to consumer purchase decisions in Kecamatan Kuta, Kabupaten Badung, Bali. Knowledge Gap: Prior research has discussed TikTok marketing, sales strategies, digital consumer behavior, product quality, price perception, and brand image, but has not fully explained consumer experiences in using TikTok Shop features through a qualitative approach in this location. Aims: This study aimed to analyze the use of digital technology in consumer purchase decision making and identify factors that encourage and inhibit purchases through TikTok Shop. Results: Interviews, observation, and documentation involving six informants showed that product video presentation, buyer reviews, live streaming, and products appearing on the For You Page helped consumers obtain information and build confidence before purchasing. Encouraging factors included discounts, free shipping, application ease of use, and viral products. Inhibiting factors included mismatch between product and description, unsatisfactory quality, delivery delays, and low trust in sellers. Novelty: The study provides a descriptive qualitative account of how specific TikTok Shop features are used by consumers during purchase decision making in Kuta. Implications: Sellers need to combine promotional strategies with product quality, accurate descriptions, reliable delivery, and consumer trust building. Highlights: FYP exposure helped users obtain item information. Discounts, free shipping, and viral items encouraged transactions. Mismatch, poor quality, delays, and low seller trust discouraged buying. Keywords: Digital Technology, TikTok, Consumer Purchase Decisions]]>
