<![CDATA[Purpose This study aims to examine the influence of live streaming, endorsement, and viral marketing on consumer purchase decisions among TikTok Shop users in Sungai Penuh City, Indonesia. The study investigates both the partial and simultaneous effects of digital marketing strategies on consumer purchasing behavior in the context of social commerce platforms. Design/methodology/approach This study employs a quantitative approach with a descriptive causal research design. Data were collected through questionnaires distributed to 80 TikTok Shop users in Sungai Penuh City using a convenience sampling technique. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. Hypothesis testing was conducted through partial significance tests (t-test), simultaneous significance tests (F-test), and coefficient of determination analysis. Findings The findings reveal that live streaming and endorsement have a positive and significant effect on consumer purchase decisions. Live streaming demonstrates that interactive product presentations, direct communication, and real-time engagement can increase consumers’ willingness to purchase. Furthermore, endorsement significantly influences purchase decisions, indicating that credible and influential endorsers enhance consumer trust toward products offered through TikTok Shop. However, viral marketing does not show a significant effect on purchase decisions, suggesting that viral exposure alone is insufficient to encourage purchasing behavior without additional factors such as trust, product information, and seller credibility. Simultaneously, live streaming, endorsement, and viral marketing significantly influence consumer purchase decisions, with the regression model explaining 93.1% of the variance in purchasing decisions. Research implications This study provides practical implications for TikTok Shop sellers and digital marketers by emphasizing the importance of interactive live streaming strategies and credible endorsement partnerships to increase consumer purchasing decisions. The findings also highlight that viral marketing strategies should focus not only on increasing content reach but also on building consumer trust and converting engagement into actual purchases. This study contributes to the understanding of digital marketing strategies in social commerce, particularly within regional Indonesian markets.]]>
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