<![CDATA[This study aims to analyze the relationship between Electronic Word of Mouth (E-WOM) and the purchasing decisions of Generation Z via TikTok Shop in Surakarta City. A quantitative approach was employed, involving 100 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using IBM SPSS Statistics version 25. The analysis encompassed tests for validity, reliability, and normality, as well as simple linear regression, t-tests, F-tests, and the calculation of the coefficient of determination. The results indicate that E-WOM has a positive and significant effect on purchasing decisions, evidenced by a calculated t-value of 15.012 and a significance level of 0.000 (<0.05). The validity of the research model is supported by the F-test, which yielded a significance value of 0.000. The coefficient of determination (0.697) indicates that E-WOM explains 69.7% of the variation in purchasing decisions, while the remaining 30.3% is influenced by factors outside the scope of this study. The findings suggest that the more positive information and reviews consumers receive via TikTok Shop, the greater the likelihood of Generation Z making a purchase.]]>
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