<![CDATA[The rise of social commerce is changing the way consumers obtain information and make purchases, including beauty products. TikTok Shop combines content, interaction, promotions, and transactions on a single platform. Glad2Glow, a local skincare brand, leverages discounts and influencer marketing to reach consumers. This study aims to analyze the influence of discounts and influencer marketing on the decision to purchase Glad2Glow products among TikTok Shop users in East Jakarta. The study employs a quantitative approach using a descriptive-associative method. The sample consisted of 100 respondents selected through non-probability sampling using purposive sampling and the Lemeshow formula. Data were collected via a Likert-scale questionnaire and analyzed using SPSS 20. The results show that discounts have a positive and significant effect on purchasing decisions (t = 3.980; Sig. = 0.000), as does influencer marketing (t = 3.341; Sig. = 0.001). Taken together, both variables had a significant effect (F = 30.836; Sig. = 0.000). The R² value of 38.9% indicates that these two variables explain the purchasing decision, while 61.1% is influenced by other factors.]]>
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