<![CDATA[The rapid development of digital technology has driven changes in marketing strategies, including the utilization of Augmented Reality (AR) on social media and e-commerce platforms such as TikTok. Augmented Reality technology provides consumers with an interactive experience in recognizing and evaluating fashion products before making a purchase. This study aims to analyze the influence of Value, Enjoyment, Informativeness, Presence, and Consumer Experience on purchasing decisions for fashion products through Augmented Reality on the TikTok application. This study employed a quantitative approach using purposive sampling. Data were collected through questionnaires distributed to 97 respondents, consisting of TikTok users who had viewed or interacted with fashion product advertisements using Augmented Reality. The data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that Value, Enjoyment, Informativeness, Presence, and Consumer Experience individually have a positive and significant effect on purchasing decisions. Furthermore, the simultaneous test shows that the five variables jointly have a positive and significant effect on purchasing decisions, with an F-value of 33.331 and a significance value of 0.000. The coefficient of determination (R²) is 0.647, indicating that 64.7% of the variation in purchasing decisions can be explained by Value, Enjoyment, Informativeness, Presence, and Consumer Experience, while the remaining 35.3% is explained by other factors outside the scope of this study. Among the five variables, Consumer Experience is the most dominant factor, with a regression coefficient of 0.345.]]>
