<![CDATA[This study examines the influence of live streaming marketing and Artificial Intelligence on purchase decisions through customer engagement as a mediating variable on the TikTok Shop platform. The study is motivated by the rapid growth of social commerce platforms and the integration of live streaming interactivity with AI-driven personalization, yet limited empirical evidence exists on how these technologies jointly influence consumer behavior. The sample consists of 200 TikTok Shop users selected using purposive sampling. Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed to test the proposed hypotheses. The results indicate that live streaming marketing and Artificial Intelligence have positive and significant effects on customer engagement and purchase decisions. Customer engagement has a positive and significant effect on purchase decisions and partially mediates the relationship between live streaming marketing and purchase decisions, as well as between Artificial Intelligence and purchase decisions. The model explains 48.6% of the variance in customer engagement and 57.2% of the variance in purchase decisions. These findings suggest that marketing strategies based on real-time interaction and technology personalization are able to increase consumer engagement which ultimately drives purchasing behavior, providing valuable insights for businesses and digital marketers in designing more effective marketing strategies through the optimization of live streaming features and AI technology.]]>
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