<![CDATA[Purpose: This study aims to analyze the effect of content marketing and live streaming host on digital branding of the TikTok account of Institut Teknologi Nasional Malang. The research focuses on examining both partial and simultaneous influences of these variables in strengthening the institution’s digital brand image. Research Methodology: This quantitative study was conducted at the National Institute of Technology Malang. Data were collected through a survey using structured questionnaires distributed to followers of the ITN Malang TikTok account. The sampling technique used was purposive sampling with a total of 130 respondents. The data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination (Adjusted R²) with SPSS version 23 software. Results: The results show that content marketing has a positive and significant effect on digital branding. Live streaming host also has a positive and significant effect on digital branding. Simultaneously, content marketing and live streaming host significantly influence digital branding, with an Adjusted R² value of 0.581, indicating that 58.1% of digital branding variation is explained by both variables. Conclusions: The study concludes that effective content marketing and professional live streaming host activities on TikTok play an important role in strengthening the digital branding of Institut Teknologi Nasional Malang. The integration of high-quality content and interactive live streaming creates a stronger brand image in the digital environment. Limitations: This study is limited to one educational institution and one social media platform, namely TikTok, which may restrict the generalization of the findings. Contribution: This research contributes to the field of digital marketing and branding by providing empirical evidence on the role of content marketing and live streaming host in building digital branding in higher education institutions. The findings can be used as a reference for educational organizations in developing effective digital communication strategies]]>
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