<![CDATA[This study aims to examine: 1) The effect of personal factors on purchasing decisions among Blibli e-commerce users in Palembang; 2) The effect of social factors on purchasing decisions among Blibli e-commerce users in Palembang; 3) The effect of product quality on purchasing decisions among Blibli e-commerce users in Palembang; 4) The effect of personal factors on purchasing decisions moderated by product quality among Blibli e-commerce users in Palembang; 5) The effect of social factors on purchasing decisions moderated by product quality among Blibli e-commerce users in Palembang. This is a verificative study examining variables, including personal factors, social factors, product quality, and purchasing decisions. The sample consists of 349 Blibli e-commerce users aged 17 and above in Palembang, selected through purposive sampling. Primary data were collected through questionnaires and analyzed using multiple linear regression and Moderated Regression Analysis (MRA) with SPSS software. The results indicate that 1) Personal factors have a significant positive effect on purchasing decisions; 2) Social factors have a significant positive effect on purchasing decisions; 3) Product quality has a significant positive effect on purchasing decisions; 4) Personal factors have a significant positive effect on purchasing decisions moderated by product quality; 5) Social factors have a significant positive effect on purchasing decisions moderated by product quality. The coefficient of determination for personal factors, social factors, and product quality accounts for 73.6% of the variance in purchasing decisions, while the remaining 26.4% is attributed to other variables.]]>
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