A new study published in the Indonesian journal *Danadyaksa* reveals how trust in a brand can shape the buying decisions of young consumers on TikTok Shop, particularly among Generation Z in Bali. The study surveyed 210 Gen Z consumers in Bali who had shopped on TikTok Shop, using statistical analysis to measure how these digital factors interact. Findings show that positive online reviews, engaging branded content, and interactive live sales events all boost brand trust, which then drives purchasing decisions. Among these, live streaming stood out as especially effective in fostering real-time engagement and credibility. Brands targeting young consumers should prioritize authentic customer testimonials, consistent and creative content, and well-executed live shopping experiences.