PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MEDIASI MINAT BELI (Studi Pada TikTok Shop di Kota Malang)

This study aims to determine the effect of service quality on purchasing decisions through mediation of buying interest. The research location was in Malang City. The population used in this study consisted of consumers who had used the TikTok Shop, with a sample of 140 respondents. The characteristics of respondents are consumers who are in Malang City, consumers who first make transactions by utilizing the live shopping service feature and product showcase from TikTok Shop, and those aged 18-40 years. This study uses nonprobability sampling with an accidental sampling technique. The data collection technique uses an online questionnaire. The analysis tool uses Smart-PLS. This study found that service quality has a positive and significant effect on purchasing decisions, buying interest has a positive and significant impact on purchasing decisions, service quality has a positive and significant effect on buying interest and buying interest mediates service quality on purchasing decisions.