<![CDATA[The growth of social media particularly TikTok has led to changes in digital marketing strategies through the “live selling” feature, which enables direct interaction between sellers and buyers. Persib Store Tasikmalaya has utilized TikTok Live as a promotional tool and a platform for selling merchandise to boost consumer purchasing interest. This study aims to determine the extent to which TikTok Live influences consumer purchasing interest at Persib Store Tasikmalaya. The research method employs a quantitative approach by distributing questionnaires to 55 respondents who had previously watched live streams on TikTok from Persib Store Tasikmalaya. The data were then analyzed using SPSS 26 software and underwent validity and reliability testing, simple regression analysis, determination coefficient calculation, F-test, and t-test. The results showed that all instruments were valid and reliable, with Cronbach’s Alpha values of 0.959 for the TikTok Live variable and 0.966 for Purchase Intention. The results of the simple regression analysis show that TikTok Live has a positive and significant effect on Purchase Intention, with a significance value of 0.000 < 0.05 and a regression coefficient of 0.891. A coefficient of determination of 0.603 indicates that TikTok Live accounts for 60.3% of the variation in Purchase Intention, while the remainder is influenced by other factors outside the scope of this study. Based on the results of this study, it can be concluded that the TikTok Live streams conducted by Persib Store Tasikmalaya have a positive and significant effect on purchase intent for the merchandise offered by Persib Store Tasikmalaya. Consequently, the higher the quality of the live streams, the better the results will be, as consumer purchase intent increases.]]>
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