<![CDATA[The rapid growth of digital platforms has significantly transformed marketing strategies, particularly through live streaming features on social media such as TikTok Live. Digital marketing via live streaming enables businesses to interact with consumers in real time, provide product demonstrations, and build stronger emotional connections that may influence consumer behaviour. This study aims to examine the effect of digital marketing through TikTok Live Streaming on repurchase intention, with customer engagement as a mediating variable in the context of digital transformation. This research employs a quantitative approach using a survey method. Data were collected from consumers who have experience watching or participating in TikTok Live Streaming sessions and have previously made purchases through the platform. The data were analysed using statistical techniques to test the relationships between digital marketing via TikTok Live Streaming, customer engagement, and repurchase intention. The results indicate that digital marketing through TikTok Live Streaming has a positive and significant effect on customer engagement. Furthermore, customer engagement significantly influences repurchase intention. In addition, TikTok Live Streaming as a form of digital marketing indirectly affects repurchase intention through customer engagement as a mediating variable. These findings suggest that interactive and real-time communication in live streaming marketing plays an important role in strengthening consumer engagement, which ultimately encourages repeat purchase behaviour. This study provides practical implications for businesses and marketers in optimizing TikTok Live Streaming as an effective digital marketing strategy to enhance customer engagement and increase repurchase intention in the digital era.]]>
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