Scientific Research Journal of Economics and Business Management Abbreviated Key Title: Sci Res Jr Eco Bus Mgn. ISSN 2788-9491 (Print) ISSN 2788-9505 (Online) Volume-3 | Issue-1|Jan-Feb-2023| Quick Response Code Journal homepage: https://isrpgroup.org/srjebm/ Copyright @ 2023 IARCON, All rights reserved. No part of this content may be reproduced or transmitted in any form or by any means as per the standard guidelines of fair use. Creative Commons License Open Access by IARCON is licensed under Creative Commons License a Creative Commons Attribution 4.0 International License. Article History Received: 12.01.2023 Accepted: 20.01.2023 Published: 04.02.2023 76 Research Article The Effect of Price Promotion, Promotion Time Limit, and Interpersonal Interaction on Indonesian Consumers' Online Purchase Intention through the TikTok Live Streaming Platform Desy Eka Sanjaya *1 , Barkah 2 , Nur Afifah 2 , Sulistiowati 2 , Ilzar Daud 2 1 Student at Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia 2 Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia *Corresponding Author DESY EKA SANJAYA Abstract: In Indonesia, the popularity of the live-streaming platform, which has evolved into commercial media, is widely discussed. It is because of factors supporting its superiority, such as Price Promotion, Promotion Time Limit, and Interpersonal Interaction, which subsequently affected Online Purchase Intention. The rapid advancement of technology has resulted in a new shopping experience in which consumers and marketers interact in real-time through a medium such as a TikTok live-streaming platform. This study aimed to explore the factors supporting the Purchase Intention of Indonesian consumers influenced by the TikTok live-streaming platform, both directly and indirectly. Research data were collected from 254 respondents in Indonesia who were selected using a purposive sampling technique. Afterward, the data were analyzed using SEM AMOS 26. The primary findings of this study indicated that Price Promotion, Promotion Time Limit, and Interpersonal Interaction, including consumer-streamer and consumer-consumer interactions, influenced Online Purchase Intention on the TikTok real-time live-streaming platform. Interpersonal interaction was also found to have a significant and negative effect on Perceived Risk. Furthermore, Perceived Risk was also proven to mediate the effect of Interpersonal Interaction on Online Purchase Intention. Keywords: Price promotion, promotion time limit, consumer-streamer interaction, consumer-consumer interaction, perceived risk, TikTok live streaming. 1. INTRODUCTION The rapid development of the internet has made online shopping a preferred alternative, given that the process is faster and easier (Naseri et al., 2021). Online shopping, also known as e-commerce, has been popular in Indonesia since 1999. (Mustajibah & Trilaksana, 2021). The number of online transactions made by Indonesians has been growing over time. In this regard, 74% of consumers chose to shop online, resulting in IDR 401 trillion in e-commerce transactions (Prastya, 2022). Considering the increasingly fierce competition, effective and efficient marketing strategies are required (Ma et al., 2018). Live streaming, a feature that can show live broadcasts and increase interaction between users and broadcasters, is a popular marketing technique (Haimson & Tang, 2017). The term and trend of live streaming originated on various social media platforms, including Periscope, Facebook, Instagram, and YouTube (Anderson, 2017). Initially, these services were not used for commercial purposes but as a means of communication. TikTok, on the other hand, introduced a live streaming feature integrated with the TikTok Shop in April 2021, allowing users to interact and conduct buying and selling transactions in real- time. TikTok live streaming involves three actors: the seller, the streamer, and the consumer (Huang & Suo, 2021). Sellers are individuals or organizations who provide goods and services to be marketed in order to increase sales and brand awareness. Streamers are people who assist sellers in marketing their goods and services. A seller promoting his or her product can also be a streamer. Consumers are people who are informed about the products and services that are being marketed. TikTok live streaming allows streamers to display