<![CDATA[Purpose – This study aims to examine the effects of live streaming, affiliate marketing, and content marketing on consumers’ purchase intention among TikTok Shop by Tokopedia users. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. The sample consisted of 120 Indonesian TikTok Shop by Tokopedia users aged over 18 years, selected using a non-probability purposive sampling technique. Data were collected through a structured questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26. Findings – The results indicate that live streaming, affiliate marketing, and content marketing each have a positive and significant effect on consumers’ purchase intention. These findings suggest that interactive and engaging digital marketing strategies play an important role in enhancing consumers’ intention to purchase through social commerce platforms. Originality/Value – This study contributes to the social commerce literature by providing an integrated analysis of the effects of live streaming, affiliate marketing, and content marketing on purchase intention within the context of TikTok Shop by Tokopedia. The findings offer practical insights for social commerce platforms and digital marketers in developing effective engagement strategies through interactive content and affiliate-based promotions to strengthen consumers’ purchase intention.]]>
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