<![CDATA[TikTok platform, which is widely utilized by businesses to promote fashion products. This study aims to analyze the influence of promotional video quality, influencer credibility, and giveaway programs on purchasing decisions for fashion products on TikTok. The research employs a quantitative approach with a sample of 96 respondents selected using purposive sampling techniques. Data were collected through an online questionnaire using Google Forms and analyzed using SPSS software. The results of the study indicate that the quality of promotional videos has a positive and significant effect on purchasing decisions. Influencer credibility is also proven to have a positive and significant influence on purchasing decisions for fashion products. In addition, giveaway programs have a positive and significant effect in encouraging purchasing decisions. Simultaneously, the three independent variables—promotional video quality, influencer credibility, and giveaway programs—have a significant impact on purchasing decisions for fashion products on TikTok. Based on these findings, it can be concluded that marketing strategies on TikTok should pay attention to the quality of video content, the selection of credible influencers, and the design of attractive giveaway programs in order to increase consumer purchasing decisions. This study is expected to serve as a reference for business actors in designing more effective digital marketing strategies, as well as a basis for future research.]]>
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