This study examines the role of influencers in TikTok Shop's promotional strategies and their impact on consumer purchasing decisions. Using a quantitative approach with 352 students from PTS Lubuklinggau City, the research employs SEM-PLS analysis to explore the influence of product quality and free shipping promotions on consumer decisions, mediated by influencers. Key findings include: 1. **Product Quality**: Significantly positively affects influencers, encouraging them to endorse products. 2. **Free Shipping Promotions**: Positively impacts influencers, highlighting their effectiveness in marketing strategies. 3. **Consumer Purchasing Decisions**: Significantly influenced by product quality, emphasizing its critical role in sales success. 4. **Free Shipping on Purchase Decisions**: While positive, is not statistically significant, suggesting it alone may not drive buying behavior. 5. **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 the TikTok Shop ecosystem, underscoring the importance of product quality and strategic promotions in driving consumer decisions and fostering entrepreneurship growth. However, the study acknowledges limitations, such as the specific demographic and platform focus, and suggests future research should broaden these aspects to enhance generalizability and depth.This study examines the role of influencers in TikTok Shop's promotional strategies and their impact on consumer purchasing decisions. Using a quantitative approach with 352 students from PTS Lubuklinggau City, the research employs SEM-PLS analysis to explore the influence of product quality and free shipping promotions on consumer decisions, mediated by influencers. Key findings include: 1. **Product Quality**: Significantly positively affects influencers, encouraging them to endorse products. 2. **Free Shipping Promotions**: Positively impacts influencers, highlighting their effectiveness in marketing strategies. 3. **Consumer Purchasing Decisions**: Significantly influenced by product quality, emphasizing its critical role in sales success. 4. **Free Shipping on Purchase Decisions**: While positive, is not statistically significant, suggesting it alone may not drive buying behavior. 5. **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 the TikTok Shop ecosystem, underscoring the importance of product quality and strategic promotions in driving consumer decisions and fostering entrepreneurship growth. However, the study acknowledges limitations, such as the specific demographic and platform focus, and suggests future research should broaden these aspects to enhance generalizability and depth.