<![CDATA[Abstract Live streaming and content marketing have become key strategies on digital platforms to capture consumer attention and foster purchase interest. TikTok Shop, as a social commerce platform, leverages these strategies to enhance consumer engagement and drive purchasing decisions. This study aims to examine the influence of live streaming and content marketing on purchase intention and consumer purchasing decisions. A quantitative survey approach was employed, collecting data from 190 TikTok Shop users who had previously made purchases. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (PLS-SEM). The results indicate that live streaming significantly affects purchase intention but does not directly influence purchasing decisions, while content marketing positively affects both purchase intention and purchasing decisions. Furthermore, purchase intention serves as a significant mediating variable between both strategies and purchasing decisions. These findings imply that digital business practitioners should optimize live streaming interactions and content creativity to strengthen consumer interest and increase conversion rates. Keywords: live streaming; content marketing; purchase intention; purchase decision]]>
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