Penelitian ini menganalisis strategi pemasaran digital melalui TikTok terhadap minat beli konsumen produk parfum Ascentsia dengan pendekatan stimulus - organism - response (SOR). Dua strategi utama yang diuji adalah live streaming commerce dan short video marketing, dengan emotional engagement dan customer trust sebagai mediator. Pendekatan kuantitatif digunakan dengan metode survei kepada 100 responden yang pernah menonton konten video pendek dan live streaming TikTok dari Ascentsia. Data dianalisis menggunakan metode PLS-SEM. Hasil menunjukkan bahwa live streaming commerce dan short video marketing berpengaruh langsung secara positif dan signifikan terhadap purchase intention (nilai t-statistics > 1.976 dan p-value < 0.05). Selain itu, emotional engagement dan customer trust juga berperan sebagai mediator yang signifikan dengan emotional engagement terbukti menjadi mediator paling kuat, terutama pada jalur live streaming commerce - emotional engagement - purchase intention (original sample = 0.172; t-statistics = 4.262; p-value = 0.000). Temuan ini menegaskan bahwa efektivitas strategi pemasaran digital di TikTok bergantung pada kemampuannya dalam membangun keterlibatan emosional dan kepercayaan konsumen sebagai jalur utama dalam meningkatkan minat beli yang berujung kepada peningkatan penjualan.

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This study analyzes digital marketing strategies through TikTok on consumer purchase intention of Ascentsia perfume products, using the stimulus–organism–response (SOR) approach. The two main strategies examined are live streaming commerce and short video marketing, with emotional engagement and customer trust as mediating variables. A quantitative approach was employed using a survey method distributed to 100 respondents who had previously watched Ascentsia’s short video and live streaming content on TikTok. The data were analyzed using PLS-SEM. The results indicate that both live streaming commerce and short video marketing have a positive and significant direct effect on purchase intention (t-statistics>1.976 and p-value < 0.05). Additionally, emotional engagement and customer trust serve as significant mediators, with emotional engagement proven to be the strongest mediator, especially in the pathway live streaming commerce - emotional engagement - purchase intention (original sample = 0.172; t-statistics = 4.262; p-value = 0.000). These findings confirm that the effectiveness of digital marketing strategies on TikTok depends on the platform's ability to build emotional engagement and consumer trust, which are key pathways in increasing purchase intention and ultimately driving sales.