<![CDATA[The integration of social commerce features on TikTok Shop significantly triggers online shopping behavior dynamics among university students. This associative quantitative study aims to analyze the partial and simultaneous effects of promotions, online customer reviews, and online customer ratings on purchasing decisions. A sample of 105 student users was selected through purposive sampling techniques. Data were gathered using valid and reliable questionnaires, then analyzed using multiple linear regression in SPSS. The partial test results reveal that promotions and online customer ratings have no significant effect on purchasing decisions. Conversely, online customer reviews positively and significantly drive purchasing decisions, serving as the most dominant factor. Simultaneously, all three independent variables significantly influence purchasing decisions, with a coefficient of determination reaching 67.4%. Online business practitioners are advised to prioritize managing credible customer reviews to enhance consumer trust and purchase intention. ABSTRAK Integrasi fitur social commerce pada platform TikTok Shop memicu dinamika perilaku belanja online di kalangan mahasiswa secara signifikan. Penelitian kuantitatif asosiatif ini bertujuan menganalisis pengaruh promosi, online customer review, dan online customer rating terhadap keputusan pembelian konsumen baik secara parsial maupun simultan. Sebanyak 105 mahasiswa pengguna TikTok Shop dipilih sebagai sampel menggunakan teknik purposive sampling. Data dikumpulkan melalui angket yang valid serta reliabel dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil pengujian menunjukkan bahwa promosi dan online customer rating tidak berpengaruh signifikan terhadap keputusan pembelian secara parsial. Sebaliknya, online customer review berpengaruh positif dan signifikan, sekaligus menjadi faktor paling dominan dalam memengaruhi keputusan pembelian. Secara simultan, ketiga variabel independen berpengaruh signifikan terhadap keputusan pembelian dengan koefisien determinasi sebesar 67,4%. Pelaku bisnis online disarankan untuk memprioritaskan pengelolaan ulasan pelanggan yang kredibel guna meningkatkan tingkat kepercayaan serta minat beli konsumen. ]]>
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