Abstract
The development of digital technology and the emergence of new media have transformed patterns of consumer activity, including the processes of information seeking and purchasing beauty products through Live Commerce. This study aims to analyze the use of Live Commerce, the level of lipstick purchase intention, and the effect of Live Commerce on lipstick purchase intention among students of the Cosmetology and Beauty Study Program at Universitas Negeri Padang. The study employed a quantitative approach with a causal design. The study population consisted of 149 students from the 2025 cohort of the Cosmetology and Beauty Study Program, with a sample of 60 students selected using purposive sampling. Data were collected using a Likert-scale questionnaire that had been tested for validity and reliability and were subsequently analyzed using a normality test, simple linear regression, a t-test, and the coefficient of determination (R²). The results showed that the use of Live Commerce was in the high category, with a Respondent Achievement Level (TCR) of 95.20%, with interactivity and host quality receiving the highest ratings. Lipstick purchase intention was also in the high category, with a TCR of 95.37%, encompassing the stages of awareness, knowledge, liking, preference, and conviction. The regression analysis yielded the equation Y = 25.368 + 0.748X, with a calculated t-value of 19.185 > the critical t-value of 1.98 and a significance value of 0.000 < 0.05. The coefficient of determination of 0.787 indicates that Live Commerce contributes 78.7% to the variation in lipstick purchase intention. These findings confirm that Live Commerce has a positive and significant effect on students’ lipstick purchase intention and demonstrate the importance of interactivity and host quality in supporting the effectiveness of beauty product marketing through digital commerce.