<![CDATA[The fashion industry is a rapidly growing business sector, driven by advances in digital technology and the increasing use of social media as a marketing tool. The TikTok Live Streaming feature provides an interactive shopping experience, potentially influencing purchasing decisions and customer loyalty. This study aims to analyze the influence of fashion trends, price, customer experience, and product quality on customer loyalty, with purchase decisions as an intervening variable, in the TikTok Live Streaming Feature at the Murmer Store in Situbondo. This study used a quantitative approach and a Non-Probability Sampling technique through the Accidental Sampling method. Data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 3.0. The results show that fashion trends, price, customer experience, and product quality have a positive and significant effect on purchase decisions. Furthermore, fashion trends, customer experience, product quality, and purchase decisions have a positive and significant effect on customer loyalty, while price has a positive but insignificant effect on customer loyalty. Purchase decisions mediate the effects of fashion trends, customer experience, and product quality on customer loyalty, but do not mediate the effect of price on customer loyalty.]]>
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