<![CDATA[This study aims to determine the influence of influencer marketing, product variety, and trust on purchasing decisions for women's clothing in TikTok Shop. This study uses a quantitative approach with the positivism method. The number of samples in this study was 87 respondents, with data collected through a Likert scale-based questionnaire. The results of the analysis show that the influencer marketing variable has a positive and significant effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.001 <0.05. The product variety variable has a positive and significant effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.000 <0.05. The trust variable has no effect on purchasing decisions for women's clothing in TikTok Shop, with a significance value of 0.738 > 0.05. And the results of the multiple linear regression produced are Y = 10.871 + 0.604 X1 + 0.622 X2 + -0.53 X3 + e. The coefficient of determination is 64.7%, while the remaining 35.3% is explained by other variables.]]>
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