<![CDATA[Online promotions and customer reviews are factors expected to improve purchasing decisions. This study aims to determine the influence of online promotions and customer reviews on purchasing decisions for fashion clothing products on TikTok Shop among Generation Z in Ambon City. A sample of 110 respondents was taken using probability sampling technique with simple random sampling approach. The method used in this study is multiple linear regression analysis method with SPSS 21 software, obtained regression equation Y = 0.866 + 0.289X1 + 0.542X2. From the results of the study, hypothesis one produces a "t-count" value of 3,650 with a probability of 0.000 or (p <0.05) and hypothesis two produces a value (t-count) of 7.409 with a probability of 0.002 or (p <0.05). Therefore, it can be concluded that hypothesis one and hypothesis two are supported. Based on these results, it can be concluded that Online Customer Promotion and Reviews have a positive and significant influence on the Purchase Decision of Fashion Clothing Products at TikTok Shop among Generation Z in Ambon City.]]>
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