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ABSTRACT
This study analyzes the influence of live streaming commerce, affiliate marketing, and free-shipping promotions on e-commerce consumers' switching intention toward TikTok Shop in Kudus Regency, with Shopee as the empirical reference platform. Utilizing a quantitative approach based on the Push-Pull-Mooring (PPM) framework, data were collected from 150 respondents selected via purposive sampling and analyzed using multiple linear regression. The results indicate that affiliate marketing and free-shipping promotions exert a significant positive effect on switching intention, with free shipping acting as the main driver. Conversely, live streaming commerce shows a significant negative effect. Simultaneously, all three variables significantly impact platform switching intention. These findings suggest that consumer attachment to the incumbent platform dampens live streaming effectiveness, advising platform managers to enhance affiliate marketing and shipping incentives while refining live streaming strategies.