<![CDATA[This study is motivated by the rapid growth of the beauty industry and digital marketing, particularly the use of the live shopping feature on the TikTok platform, which enables real-time interaction between sellers and consumers. It aims to examine the partial and simultaneous effects of product quality, price, consumer trust, and the TikTok live shopping feature on purchase decisions for Tazzi skincare products in Krueng Mane, North Aceh. Primary data were collected through a questionnaire distributed to 140 respondents who had purchased Tazzi skincare products, using a purposive sampling technique. The research instrument was tested for validity and reliability using Cronbach's Alpha, while the classical assumption tests covered multicollinearity, heteroscedasticity, and normality. Data were analyzed using multiple linear regression, the coefficient of determination (R²), the t-test, and the F-test with SPSS. The results show that product quality (t = 2.534; sig. = 0.012), price (t = 2.442; sig. = 0.016), consumer trust (t = 2.580; sig. = 0.011), and the live shopping feature (t = 2.483; sig. = 0.014) each have a positive and significant partial effect on purchase decisions. Simultaneously, the four variables significantly affect purchase decisions (F = 15.432; sig. = 0.001 < 0.05). These findings confirm that product quality, price, consumer trust, and the live shopping feature, both partially and simultaneously, positively and significantly influence purchase decisions for Tazzi skincare products in Krueng Mane, North Aceh.]]>
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