The Influence of Social Media Marketing, Product Quality, and Price Perception on Consumer Purchase Decisions of NVMEE Products Through TikTok’s Live Feature in Surabaya

This study investigates the influence of social media marketing, product quality, and price perception on purchase decisions for NVMEE products through TikTok Live in Surabaya’s consumers. The research addresses the limited studies focusing on live streaming commerce as a digital marketing strategy in Indonesia. Using a quantitative approach, data were collected from 96 respondents aged 17–35 years who purchased NVMEE via TikTok Live during late 2024 to early 2025. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was applied to test the proposed model. Results reveal that social media marketing, product quality, and price perception significantly affect purchase decisions. The findings provide managerial insights for optimizing live commerce strategies and enhancing competitive advantage in digital markets.