<![CDATA[The purpose of this study is to measure the influence of product quality, service quality, and price on purchasing decisions at the tiktok shop online store. This study employs a descriptive method with a quantitative approach. It uses primary data obtained through a questionnaire containing a list of structured questions to evaluate the variables under study. Sampling in this study used a non-probability sampling technique, with a sample size of 171 people out of a population of 300, with a tolerated margin of error of approximately 5%. The results of the study found that the product quality variable had a positive but insignificant effect on purchasing decisions. The service quality variable had a positive but insignificant effect on purchasing decisions. The service quality variable has a positive but insignificant effect on purchasing decisions. The price variable has a positive and significant effect on purchasing decisions. Furthermore, the results of the coefficient of determination test indicate that purchasing decisions are influenced by 54% by product quality, service quality, and price. Meanwhile, the remaining 46% is influenced by other factors not examined in this study.]]>
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