<![CDATA[This study aims to determine the effect of TikTok social media usage and Gen Z lifestyle, both partially and simultaneously, on the purchase decision of Momoyo in Pasir Pengaraian. This is a quantitative study, with the population consisting of all Momoyo consumers in Pasir Pengaraian, whose exact number is unknown. The sample was determined using a purposive sampling technique with the unknown population formula, resulting in 96 respondents. Instrument reliability testing included validity and reliability tests, while classical assumption testing included normality, multicollinearity, and heteroscedasticity tests. Data were analyzed using multiple linear regression with the assistance of SPSS. The results show that, partially, TikTok social media usage has a positive and significant effect on purchase decisions, while lifestyle has a positive but not significant effect on purchase decisions. Simultaneously, TikTok social media usage and lifestyle have a significant effect on purchase decisions, with an Adjusted R Square value of 97.2%, meaning the two variables explain 97.2% of the variation in purchase decisions, while the remaining 2.8% is influenced by other variables not examined in this study.]]>
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