<![CDATA[The development of social commerce has transformed digital marketing strategies, particularly through the use of live streaming and influencer endorsement on TikTok Shop. These two strategies enable companies to establish more intensive interactions with consumers and enhance the effectiveness of marketing communication. This study aims to analyze the effects of live streaming and influencer endorsement on purchase decisions for Glad2Glow products among Generation Z TikTok Shop users in Cirebon Regency. The study employed a quantitative approach, using a survey of 100 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that live streaming has a positive and significant effect on purchase decisions, with a path coefficient of 0.309 (p = 0.023). Influencer endorsement also has a positive and significant effect on purchase decisions, with a path coefficient of 0.549 (p < 0.001), making it the variable with the more dominant influence. The coefficient of determination (R² = 0.648) indicates that the two variables explain 64.8% of the variation in consumers’ purchase decisions. These findings indicate that combining direct interaction through live streaming with influencer credibility is an effective digital marketing strategy for increasing purchase decisions for beauty products on TikTok Shop.]]>
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