<![CDATA[This study aims to analyze the influence of price on consumer purchase decisions, analyze the influence of price on product quality and analyze the influence of product quality on purchase decisions, analyzing the role of product quality in mediating the influence of price on consumer decisions. This study uses a quantitative approach with a survey design through a google form of 111 respondents. The sample determination technique is purposive sampling where respondents have age criteria over 17 years old who purchase products through Tiktok Shop, questionnaire collection time for two months and who are domiciled in Pematangsiantar City. From the results of this research's analysis, it was obtained that price has a significant positive effect on partial purchase decisions. Price has a significant positive effect on product quality partially, product quality has a significant positive effect on partial purchase decisions, product quality is able to mediate the influence of price on purchase decisions]]>
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