<![CDATA[Information technology has changed consumer behavior in making online purchases. This research aims to analyze the partial and simultaneous effects of Social Media Marketing and Electronic Word of Mouth (E-WOM) on fashion product purchasing decisions among Tokopedia users in East Jakarta. This research used a quantitative approach by distributing questionnaires to 100 respondents using a non-probability sampling technique. Data analysis included validity testing, reliability testing, classical assumption tests, t-test, F-test, coefficient of determination, and regression coefficients using IBM SPSS Statistics. The results showed that Social Media Marketing had a positive and significant partial effect on purchasing decisions, with a t-value of 9.826 and a significance value of 0.000. E-WOM also had a positive and significant effect, with a t-value of 4.586 and a significance value of 0.000. Simultaneously, Social Media Marketing and E-WOM had a significant effect on purchasing decisions, with an F-value of 143.800 and a significance value of 0.000. The Adjusted R Square value of 0.743 indicates that the two variables explain 74.3% of the variation in purchasing decisions. The implication of this research highlights the importance of optimizing digital marketing and managing E-WOM for fashion industry players.]]>
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