This study aims to analyze the effect of Live Streaming promotion and Content Marketing on Purchase Decisions on the TikTok Shop platform, both partially and simultaneously. The research employs a quantitative approach with a survey method by distributing questionnaires to consumers who have made purchases through Tik Tok Shop. The total number of respondents in this study was 200, determined using the Lemeshow formula, as the exact number of active Tik Tok Shop users in Bogor Regency was unknown. The research instrument was developed using a Likert scale to measure consumer perceptions of the studied variables, and the data were analyzed using SPSS version 25. The results show that Live Streaming promotion and Content Marketing have a positive and significant effect on Purchase Decisions, both partially and simultaneously. Among the two variables, Content Marketing has a more dominant influence on Purchase Decisions. Based on the coefficient of determination test, the Adjusted R Square value of 0.490 indicates that 49% of the variation in Purchase Decisions is explained by Live Streaming promotion and Content Marketing, while the remaining 51% is influenced by other factors such as price, promotion, and product quality.

Keywords: Live Streaming promotion, Content Marketing, Purchase Decision. Tik Tok Shop, Digital Marketing.