Abstract
Tight competition in the business environment in acquiring and retaining customers forces business people to innovate in sales. Originally using conventional sales through the market, it could not reach a wide reach. Now they use social media to sell their products such as TikTok Shop and get a very wide reach the day after tomorrow. Therefore, marketing studies try to find out the variables that influence purchasing decisions. The aim of this research is to determine the influence of free shipping promos, online customer reviews and cash on delivery services on purchasing decisions on the TikTok shop feature in generation Y and generation Z partially and simultaneously. Data collection was carried out by distributing questionnaires to 80 people. Then the data was analyzed using SPSS, the results of this research showed that free shipping promos, online customer reviews, and cash on delivery services had a positive and significant partial and simultaneous effect on purchasing decisions.
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