<![CDATA[Purpose – This study aims to examine the effect of live-streaming commerce and brand recognition on purchase intention of the “Erigo” brand through TikTok live shopping. Design/methodology/approach – This causal quantitative study involved 190 Erigo consumers in Malang City, selected using a non-probability sampling method. Data were analyzed using multiple linear regression. Findings – The results show that live-streaming commerce and brand recognition have a positive and significant effect on purchase intention. Live-streaming commerce is the most dominant factor influencing purchase intention, indicating that consumers tend to purchase during live shopping sessions on TikTok. Originality/value – This study highlights the growing role of live-streaming commerce as a dominant digital marketing strategy in influencing purchase intention in the fashion industry, particularly for local brands like Erigo. ]]>
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