<![CDATA[The development of social commerce has changed how consumers obtain information, evaluate products, and make purchases. TikTok Shop integrates content, social interaction, entertainment, and transactions. This study examines the effect of Live Streaming and Content Marketing on purchase decisions through purchase intention for Wispie shirts among university students in Semarang. A descriptive quantitative approach was employed with 100 respondents selected through purposive sampling from a population of 269,043 students. Data were collected using a five-point Likert questionnaire and analyzed through instrument testing, classical assumption tests, multiple linear regression, t-tests, coefficient of determination, and Sobel tests. The results show that Live Streaming significantly affects purchase decisions (0.005; t = 2.426) and purchase intention (0.000; t = 3.642). Content Marketing significantly affects purchase decisions (0.005; t = 3.012) and purchase intention (0.029; t = 2.222). Purchase intention significantly affects purchase decisions (0.000; t = 5.447). The Sobel test confirms that purchase intention mediates the effects of Live Streaming and Content Marketing on purchase decisions. These findings support the Stimulus–Organism–Response perspective.]]>
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