This study examines the role of influencers in TikTok Shop's promotional strategies and consumer purchasing decisions. Using a quantitative approach with SEM-PLS analysis, the research surveyed 352 students from PTS Lubuklinggau City to assess how product quality and free shipping promotions influence purchase decisions, with influencers as a mediating factor. The findings indicate that product quality significantly positively affects influencers, encouraging them to endorse products, highlighting the importance of quality management in entrepreneurship. Similarly, free shipping promotions positively impact influencers, demonstrating their effectiveness in influencer marketing. However, the impact of free shipping on purchase decisions was not significant, suggesting it alone may not drive consumer behavior. Influencers significantly affect purchasing decisions, both directly and indirectly, acting as a bridge between product features and consumer choices. The study reveals the complex dynamics of influencer marketing within TikTok Shop, emphasizing the importance of product quality and strategic promotions in driving purchase decisions and fostering entrepreneurship growth. The research also highlights the need for further exploration of the role of influencers as an intervening variable in the relationship between product quality, promotional strategies, and consumer behavior. The study underscores the importance of integrating influencers into marketing strategies to enhance product value and consumer trust, while also emphasizing the ethical responsibility of influencers to maintain authenticity and transparency in promoting products. The findings contribute to the understanding of the influence of influencers in digital entrepreneurship and provide insights for marketers and entrepreneurs in optimizing promotional strategies on TikTok Shop.This study examines the role of influencers in TikTok Shop's promotional strategies and consumer purchasing decisions. Using a quantitative approach with SEM-PLS analysis, the research surveyed 352 students from PTS Lubuklinggau City to assess how product quality and free shipping promotions influence purchase decisions, with influencers as a mediating factor. The findings indicate that product quality significantly positively affects influencers, encouraging them to endorse products, highlighting the importance of quality management in entrepreneurship. Similarly, free shipping promotions positively impact influencers, demonstrating their effectiveness in influencer marketing. However, the impact of free shipping on purchase decisions was not significant, suggesting it alone may not drive consumer behavior. Influencers significantly affect purchasing decisions, both directly and indirectly, acting as a bridge between product features and consumer choices. The study reveals the complex dynamics of influencer marketing within TikTok Shop, emphasizing the importance of product quality and strategic promotions in driving purchase decisions and fostering entrepreneurship growth. The research also highlights the need for further exploration of the role of influencers as an intervening variable in the relationship between product quality, promotional strategies, and consumer behavior. The study underscores the importance of integrating influencers into marketing strategies to enhance product value and consumer trust, while also emphasizing the ethical responsibility of influencers to maintain authenticity and transparency in promoting products. The findings contribute to the understanding of the influence of influencers in digital entrepreneurship and provide insights for marketers and entrepreneurs in optimizing promotional strategies on TikTok Shop.