<![CDATA[This study aims to analyze the influence of influencer marketing and online customer review on purchase decisions for Wardah lip cosmetics products on TikTok Shop in Depok City. This study employed a quantitative approach with a non-probability sampling technique using a purposive sampling approach. Data were collected through a questionnaire using a Likert scale ranging from 1 to 5 and distributed online via Google Forms. The data were collected from 132 TikTok Shop users who had purchased Wardah lip cosmetics products and were analyzed using the Statistical Package for the Social Sciences (SPSS) version 29. The findings indicate that influencer marketing and online customer review have a positive and significant effect on purchase decisions, both partially and simultaneously. The coefficient of determination (R²) was 0.719, indicating that the two independent variables contribute 71.9% to purchase decisions, while the remaining 28.1% is influenced by other variables that were not examined in this study.]]>
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