<![CDATA[This study aims to determine the influence of TikTok Affiliate Content Marketing and Online Customer Reviews on purchase intention among students in Bengkulu who use TikTok E-commerce. This associative quantitative study involves 150 respondents selected through purposive sampling. Data was collected using a Likert scale questionnaire and analyzed using multiple linear regression via SPSS version 25. The findings show that both Content Marketing (X₁) and Online Customer Reviews (X₂) significantly affect Purchase Intention (Y) both partially and simultaneously. This is indicated by t-values of 6.109 and 9.103 respectively, exceeding the t-table value of 1.976, and an F-value of 222.368 > 3.91 at a significance level of 0.000. The coefficient of determination (R²) is 0.752, meaning 75.2% of purchase intention variation is explained by these two variables. This suggests that stronger content marketing and positive online reviews significantly enhance consumers’ purchase intentions on TikTok Shop.]]>
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