<![CDATA[This study aims to examine the influence of Word of Mouth and social media promotion through TikTok on consumers' purchasing decisions for Partner Wedding Organizer services. A quantitative approach was applied, with 78 respondents selected using purposive sampling based on the Slovin formula. Data were collected via a closed-ended Likert-scale questionnaire and analyzed using SPSS version 25. Validity and reliability tests confirmed the quality of the measurement instruments. Multiple linear regression analysis showed that Word of Mouth had a positive and significant effect on purchasing decisions, with a t-value of 2.998 and a significance level of 0.004. Similarly, TikTok promotion had a positive and more dominant influence, with a t-value of 5.440 and a significance level of 0.000. The coefficient of determination (R²) was 0.600, indicating that both variables explained 60% of the variation in purchasing decisions. The F-test result was 56.198 with a significance level of 0.000, meaning the variables jointly have a significant influence. These findings suggest that TikTok promotions are more influential than Word of Mouth, highlighting the importance of optimizing social media strategies while still strengthening Word of Mouth to enhance competitiveness in the wedding service industry]]>
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