The Effect of Celebrity Endorser, Live Streaming Marketing, and Content Marketing on Purchase Decision of Somethinc Beauty Product on TikTok

In this modern era, technology runs human lives. The presence of technology is very useful in facilitating people's lives, especially technological advances in the internet field. The increasing number of internet users in Indonesia, there are many applications that are used as information search media, one of which is the TikTok application. The massive number of TikTok users in Indonesia, many business people promote their products via TikTok, one of which is Somethinc beauty product. Digital marketing also caried out by the company to promote their products. Celebrity endorsers, live streaming marketing, and content marketing are part of digital marketing. This study aims to examine the effect of celebrity endorser, live streaming marketing, and content marketing on purchase decision of Somethinc beauty product on TikTok. The sample was taken from 120 respondents using non-probability method. Data collection is carried out using a quantitative approach with an online survey technique. This research found that celebrity endorser and content marketing has a positive and significant effect on purchase decision. Besides, it shows that live streaming marketing has negative and not significantly effect on purchase decision among millennials in Padang