<![CDATA[The fashion industry has experienced rapid digital transformation alongside the increasing use of social media as a platform for marketing and online transactions. Business operators are required to implement effective digital marketing strategies and continuously innovate across various marketing dimensions to enhance consumers' Buying interest and remain competitive in an increasingly dynamic business environment. This study aims to examine and analyze the effects of Price, Content marketing, Brand image, and Live streaming features on Purchase decisions at TikTok Seply Store Jangkar, with Buying interest serving as an intervening variable. The study employed a non-probability sampling technique using the accidental sampling method. Data analysis and hypothesis testing were conducted using the Structural Equation Modeling–Partial Least Squares (PLS-SEM) approach with SmartPLS 3.0 software. The findings indicate that Price, Content marketing, and Live streaming have positive and statistically significant effects on Buying interest, whereas Brand image has a positive but statistically insignificant effect on Buying interest. Furthermore, Live streaming and Buying interest exert positive and significant influences on Purchase decisions, while Price, Content marketing, and Brand image demonstrate positive but statistically insignificant effects on Purchase decisions. Buying interest was found to play a significant mediating role in the relationship between Price and Purchase decisions. However, Buying interest did not significantly mediate the relationships between Content marketing, Brand image, and Live streaming and Purchase decisions.]]>
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