<![CDATA[Increasingly fierce business competition in the digital era encourages businesses to implement marketing strategies that can attract consumer attention and increase purchasing decisions. The development of e-commerce platforms and social media, particularly TikTok Shop, has made product reviews and affiliate marketing a key factor in influencing consumer perceptions and purchase intention. Informative and trustworthy product reviews can increase consumer confidence in a product, while affiliate marketing can expand promotional reach through affiliate recommendations. Therefore, this study aims to analyze the influence of product reviews and affiliate marketing on purchasing decisions with purchase intention as a mediating variable among Mossdoom consumers. The population in this study was Mossdoom consumers. A sample of 140 respondents was used using a purposive sampling technique. This is a quantitative study with a questionnaire as the data collection method. Data analysis was conducted using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) with the assistance of the SmartPLS application. Based on the research results and discussion, it can be concluded that product reviews have a positive and significant effect on purchasing decisions, product reviews have a positive and significant effect on purchase intention, affiliate marketing has a positive and significant effect on purchase decisions, affiliate marketing has a positive and significant effect on purchase intention, purchase intention has a positive and significant effect on purchase decisions, purchase intention has a complementary mediating effect on product reviews, and purchase intention has a complementary mediating effect on affiliate marketing.]]>
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