<![CDATA[This study aims to analyze the influence of live streaming, online customer reviews, and viral marketing on purchasing decisions of Purbasari products by Generation Z on the e-commerce platforms: TikTok Shop and Shopee. The rapid development of information and communication technology, Generation Z are very connected to technology tend to search for information and make transactions online. The research method used is quantitative with primary data collection through questionnaires distributed to 100 respondents. The results of the analysis show that live broadcasts and viral marketing have a positive and significant influence on purchasing decisions, while online customer reviews show a positive but insignificant influence. This study provides insight for business practitioners in optimizing digital marketing strategies, especially in utilizing live streaming and viral marketing features to increase interaction with consumers. The results of this study are expected to be a reference for further research in the field of digital marketing and consumer behavior.]]>
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