<![CDATA[The rapid development of digital technology has fundamentally transformed shopping behavior, particularly among Generation Z in Surakarta, who are currently highly inclined to purchase fashion products through the TikTok Shop platform. This study employs a quantitative approach with a survey method involving 100 respondents aged 13–29 years selected through purposive sampling. It is specifically designed to analyze the influence of affiliate marketing and live streaming variables on consumer purchasing decisions, utilizing multiple linear regression analysis with SPSS version 25 software. Based on the data analysis, the partial test results indicate that affiliate marketing has a positive and significant influence on consumer purchasing decisions t-statistic = 3.169 and sig.= 0.002. A similar impact is found in the live streaming variable, which is proven to make a positive and significant independent contribution to convincing customers t-statistic = 4.443 and sig. = 0.000. Meanwhile, when tested simultaneously, both digital marketing strategies are proven to collectively have a significant effect on purchasing decisions F-statistic = 40.304 and sig. = 0.000 with a total contribution of 45.4% (R2 = 0.454). Through these scientific findings, this study offers practical implications for MSMEs and fashion brands to optimize their affiliate marketing strategies by partnering with credible affiliates, while continuously enhancing the quality of live streaming broadcasts through interactive, responsive engagement and clear product demonstrations to sustainably drive purchasing decisions among Generation Z. ]]>
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