<![CDATA[The rapid expansion of social commerce and the widespread adoption of digital marketing transformed consumer purchasing behaviour within the beauty industry. TikTok became a prominent platform through which consumers discovered products, evaluated promotional content, and completed online purchases. The increasing popularity of skincare products among Generation Z highlighted the importance of examining the marketing factors influencing consumer purchase decisions. This study aimed to analyse the effects of brand recall, celebrity endorsement, and live streaming on purchase decision regarding Glad2Glow products among Generation Z TikTok users in Denpasar City. A quantitative approach with an associative research design was employed. The study involved 100 respondents selected through purposive sampling. Primary data were collected using a structured questionnaire measured on a five-point Likert scale and were analysed through multiple linear regression using SPSS. The measurement instrument satisfied the validity and reliability requirements, while the regression model fulfilled the assumptions of normality, multicollinearity, and heteroscedasticity. The findings revealed that brand recall, celebrity endorsement, and live streaming each exerted a positive and statistically significant influence on purchase decision. Celebrity endorsement emerged as the strongest predictor, followed by live streaming and brand recall. Collectively, the independent variables explained 48.3% of the variation in consumers' purchase decisions.]]>
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