<![CDATA[This study aims to analyze the influence of perceived electronic word of mouth (eWOM), perceived emotional value, perceived risk, perceived quality, perceived price, and customer inspiration on purchasing decisions for Wardah products on TikTok Shop with Virtual Try-On (VTO) as a mediating variable. The study used a quantitative approach through a survey of 227 generation Z respondents in Purwokerto who were selected using a purposive sampling technique, namely users of the Virtual Try-On feature and buyers of Wardah products on TikTok Shop. Primary data were collected through a 5-point Likert scale questionnaire and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the help of SmartPLS 4.0. The results showed that customer inspiration, perceived price, and Virtual Try-On had a significant positive effect on purchasing decisions. Conversely, perceived eWOM, perceived emotional value, perceived quality, and perceived risk did not have a direct effect on purchasing decisions. In relation to Virtual Try-On, only customer inspiration and perceived emotional value had a significant positive effect, while the other variables did not show a significant effect. Furthermore, Virtual Try-On mediated the influence of customer inspiration and perceived emotional value on purchasing decisions, but did not mediate other perceptual variables. These findings indicate that purchasing decisions in social commerce are influenced by emotional experiences, consumer inspiration, and interactive experiences based on Virtual Try-On technology.]]>
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