<![CDATA[This study aims to examine the influence of content marketing and price discounts on the consumer behavior of students in the Economics Education Study Program, Faculty of Teacher Training and Education, University of Jambi, in the context of TikTok Shop. This study uses a quantitative approach with a survey method of 142 respondents and multiple linear regression analysis to test the partial and simultaneous effects of independent variables. The research instrument has met the standards of validity and reliability, and the classical assumption test was conducted before model estimation. The results of the study indicate that partially and simultaneously there is an influence between the variables of content marketing and price discounts, which have a positive and significant effect on the consumer behavior variable of students in the Economics Education Study Program, Faculty of Teacher Training and Education, University of Jambi, in the context of TikTok Shop. These findings indicate that content marketing strategies and price discounts have an important role in influencing student consumer behavior. This study also provides practical implications for digital marketers in optimizing promotional strategies through attractive content and competitive price offers to increase consumer purchasing behavior.]]>
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