<![CDATA[The rapid growth of TikTok has encouraged small and medium-sized enterprises (SMEs) to adopt digital marketing strategies. However, high content engagement does not always translate into stronger purchasing decisions, indicating a gap between online exposure and consumer conversion. This study aims to examine the effects of viral marketing, brand awareness, and brand preference on consumers' purchase decisions at Barkas Market through the TikTok platform. A quantitative descriptive approach was employed using survey data collected from 100 followers of the @barkasmarket TikTok account selected through incidental sampling. Data were analyzed using multiple linear regression supported by validity, reliability, and classical assumption tests. The findings reveal that viral marketing, brand awareness, and brand preference each have a positive and significant influence on purchase decisions, both individually and simultaneously. Among these variables, brand awareness exerts the strongest effect, indicating that consumers who easily recognize and recall the brand are more likely to make purchasing decisions. These findings suggest that successful digital marketing on TikTok should not rely solely on viral content but also prioritize strategies that strengthen brand recognition and consumer preference to improve purchase conversion. The study provides practical insights for SMEs in designing more effective social media marketing strategies.]]>
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