<![CDATA[The development of social media as a digital commerce platform has encouraged TikTok to introduce the Live Shopping feature, which enables real-time interaction between sellers and consumers. This study aims to examine the effect of TikTok Live Shopping on the purchasing decisions of students at the Faculty of Economics and Business, Bina Bangsa University. This study employed a quantitative approach involving 98 respondents, whose number was determined using the Slovin formula. Data were collected through questionnaires, while the data analysis included normality testing, linearity testing, and simple linear regression analysis. The results indicate that TikTok Live Shopping has a positive and significant effect on purchasing decisions. This finding is supported by a regression coefficient of 0.579 and a significance value of 0.002, which is lower than 0.05. This means that the greater the intensity of use and the better the quality of the live shopping experience, the stronger the tendency of students to make purchasing decisions. Various interactive features, such as direct communication, product demonstrations, and real-time promotional offers, also contribute to increasing consumer trust and satisfaction. This study reinforces the view that Live Shopping can serve as an effective digital marketing strategy. Future research is recommended to include other variables, such as consumer trust and customer loyalty, in order to provide a deeper understanding of consumer behavior in social commerce in the digital era.]]>
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