<![CDATA[The rapid growth of e-commerce has intensified competition in the skincare market, including through TikTok Shop. This study aims to analyze the effect of product quality and Free shipping on purchasing decisions for G2G skincare products among consumers in Karawang Regency. This research uses a quantitative descriptive approach. Data were collected through an online questionnaire using a five-point Likert scale from 99 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4, covering the evaluation of the outer model and inner model. The results show that product quality has a positive and significant effect on purchasing decisions, indicated by a T-statistic of 4.768 and a P-value of 0.000. Free shipping also has a positive and significant effect on purchasing decisions, with a T-statistic of 4.205 and a P-value of 0.000. The adjusted R-square for purchasing decisions is 0.691, indicating that product quality and Free shipping jointly explain 69.1% of the variance in purchasing decisions, while 30.9% is explained by factors outside the research model. These findings indicate that maintaining product quality and optimizing Free-shipping promotions are important strategies for increasing consumer purchasing decisions on TikTok Shop.]]>
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