<![CDATA[This study analyzes the effects of Electronic Word of Mouth (E-WOM), product quality, and price perception on purchasing decisions for Daviena Skincare through TikTok Shop among consumers in Surakarta. A quantitative approach was employed using a sample of 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that all research instruments were valid and reliable, while the regression model satisfied the classical assumptions. Partially, E-WOM had a positive and significant effect on purchasing decisions, with a coefficient of 0.242 and a significance level of 0.005. Product quality also had a positive and significant effect, with a coefficient of 0.241 and a significance level of 0.028, while price perception had a positive and significant effect, with a coefficient of 0.202 and a significance level of 0.049. The F-test showed that the model was significant, with an F-value of 32.274 and a significance level of 0.000. The Adjusted R Square value of 0.487 indicates that the three variables explain 48.7% of the variation in purchasing decisions, while the remaining 51.3% is influenced by other factors outside the model. These findings emphasize the importance of managing digital reviews, maintaining product quality, and setting prices that reflect perceived value in strengthening consumer purchasing decisions within social commerce. ]]>
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