<![CDATA[This study aims to examine the influence of search cues and evaluation cues on purchase intention, with emotional engagement as a mediating variable, specifically within Indonesia’s mid-range women’s fashion market on TikTok Live. Using a quantitative causal approach, data were collected via questionnaires from 250 TikTok Live users who engage with mid-range brands such as This Is April, Ecinos, and ShopatVelvet. Data analysis was performed using SEM-PLS. The results indicate that all search cues (streamer attractiveness and co-viewer involvement) and evaluation cues (social pricing and substitutability of personal examination) have a positive and significant effect on emotional engagement. Furthermore, emotional engagement was found to positively influence purchase intention and serve as a partial mediator in the relationship between all independent variables and purchase intention. These findings suggest that enhancing interactive elements and emotional connections during live sessions can significantly optimize digital marketing strategies and drive buying interest.]]>
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