Analysis of the Influence of Service Quality, Price, Promotion, and Customer Experience on Purchase Decisions on the TikTok Platform

The digital revolution and integration between social media and e-commerce have created a significant transformation in consumer behavior, including in Indonesia. TikTok, as a platform originally known for sharing short videos, has now grown into an in-demand online commerce channel, especially after its integration with Tokopedia. This study aims to analyze the influence of service quality, price, promotion, and customer experience on the purchase decisions of TikTok user employees in South Jakarta. This study uses a quantitative approach with purposive sampling techniques on 100 respondents who are professional employees. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that promotions have the most dominant influence on customer experience, which in turn significantly influences purchasing decisions. These findings indicate the importance of customer experience management in increasing loyalty and purchase decisions, as well as providing strategic recommendations for MSME players and regulators in optimizing TikTok's potential as an integrated e-commerce platform.