<![CDATA[This study examines how exclusive product bundling and live streaming influence purchase intention for Kahf skincare products on TikTok Shop Live, with perceived product quality as a mediating variable. Using a quantitative explanatory approach, data were collected from 162 respondents who had purchased Kahf products via TikTok Live within the past six months. Analysis using PLS-SEM (SmartPLS 4.0) shows that live streaming significantly enhances both perceived product quality and purchase intention through real-time interaction, host credibility, and visual demonstration. Exclusive product bundling increases purchase intention but reduces perceived product quality, suggesting that while bundles drive value-seeking behavior, they may weaken quality perceptions due to discount-oriented cues. Perceived product quality significantly boosts purchase intention and mediates the effects of both strategies, though negatively for bundling. These findings highlight how platform-native dynamics shape consumer evaluation and provide strategic insights for optimizing live-commerce marketing in the male grooming segment.]]>
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