<![CDATA[Research Objectives: This study aims to analyze the effects of sales promotion and live shopping on consumers’ purchase intention on the TikTok Shop platform. Design/ Methodology / Approach Research: This study employs a quantitative associative-descriptive approach involving 60 respondents who have purchased products through TikTok Shop live sessions and utilized sales promotions. Data were collected using five-point Likert-scale questionnaires and analyzed through multiple linear regression. Research Results: The results show that sales promotion has a positive but insignificant effect on purchase intention (t = 0.504; Sig. = 0.616), while live shopping has a negative and insignificant effect (t = −1.486; Sig. = 0.143). Simultaneously, sales promotion and live shopping do not significantly affect purchase intention (F = 1.275; Sig. = 0.287). The R Square value of 0.043 indicates that these two variables explain only 4.3% of the variation in purchase intention. Implications of Research Results: These findings indicate that sales promotion and live shopping are not the primary determinants of consumers’ purchase intention on TikTok Shop. Therefore, sellers should consider other factors, such as seller trust, product quality, customer reviews, perceived value, and previous shopping experience, to strengthen consumers’ purchase intention.]]>
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