<![CDATA[Abstract. The rapid development of information technology has transformed consumer behavior and marketing strategies across various industries, including cosmetics. Social media, particularly TikTok, now serves not only as a communication tool but also as an e-commerce platform through TikTok Shop and Live Streaming features, allowing direct interaction between sellers and buyers. This phenomenon encourages companies such as Camille Beauty to utilize digital marketing strategies to attract consumers and drive product sales. This study aims to analyze the influence of digital marketing and TikTok Live features on consumers' repurchase intentions for Camille Beauty products through purchasing decisions as an intervening variable. The research employed a quantitative descriptive approach involving 96 respondents selected using purposive sampling, and data were collected via structured questionnaires and analyzed statistically. The results indicate that digital marketing positively and significantly affects purchasing decisions and repurchase intentions, and its influence on repurchase intentions is mediated by purchasing decisions. In contrast, TikTok Live features have no significant effect on purchasing decisions or repurchase intentions, and purchasing decisions do not mediate the effect of these features. These findings highlight the importance of effective digital marketing strategies to enhance consumer loyalty and brand sustainability. Keywords: Digital Marketing, TikTok Live, Purchasing Decision, Repurchase Intention, Social Commerce, Camille Beauty]]>
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