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THE IMPACT OF LIVE STREAMING AND FLASH SALE ON GEN Z PURCHASE INTENTION IN SHOPEE

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Abstrak
This study examines the effect of live streaming and flash sales at the Shopee marketplace on the buying interest of Gen Z consumers in Bandung City, platforms such as Shopee, which allow consumers to shop anywhere and anytime. With the ease of accessing various online shopping platforms, many companies are trying to attract consumer attention through multiple strategies, one of which is live streaming and flash sales. This research was designed using
quantitative methods, focusing on the population of Shopee Generation Z users in Bandung City. The method used is non-probability sampling with a purposive sampling technique; the sample size is 121 respondents with reference to Roscoe's theory. The results of this study indicate that live streaming partially increases Gen Z's buying interest in Bandung City, flash sales increase Gen Z's purchase interest in Bandung positively partially, and live streaming and flash sales simultaneously have a significant effect on Gen Z's buying interest in Bandung City. Keywords: Marketing, Flash Sale, Live Streaming, Purchase Intention, Shopee

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

Jurnal/S1/MM/35/NUR/2025

Penerbit

Mojokerto : Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

2621-606X

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 1. 2025

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)

Versi lain/terkait

Lampiran Berkas

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