<![CDATA[This study examines the effect of TikTok digital marketing and product quality on consumer purchasing decisions at Nisa Galleri, a women-led fashion enterprise. A quantitative approach with descriptive and verification methods was applied to 100 consumers selected through purposive sampling from 67,184 buyers recorded during June 2025–May 2026. Data were collected using a Likert-scale questionnaire and analyzed with SPSS through validity, reliability, classical assumption, multiple linear regression, coefficient of determination, t-test, and F-test. The results show that TikTok digital marketing achieved an average score of 81.40%, product quality 81.35%, and purchasing decisions 81.55%, all categorized as good. Partially, digital marketing had a positive and significant effect on purchasing decisions, with a coefficient of 0.345, t = 3.833, and p < 0.001. Product quality also had a positive and significant effect, with a coefficient of 0.494, t = 5.661, and p < 0.001. Simultaneously, both variables explained 45.1% of purchasing decision variance, indicating the importance of integrating effective digital promotion with consistent product quality. These findings suggest strengthening content quality, transaction convenience, product durability, and trust to improve TikTok Shop performance. ]]>
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