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All Journal JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Tetty Sufianty Zafar
Universitas Muhammadiyah Kota Sukabumi
Economics, Econometrics & Finance

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LIVE STREAMING SOCIAL COMMERCE EFFECTS ON SKINCARE IMPULSE BUYING VISA DISCOUNTS Nurshilfi Fazriah; Tetty Sufianty Zafar; Kokom Komariah
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 9, No 2 (2026): JIMB - VOLUME 9 NOMOR 2 SEPTEMBER 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v9i2.41219

Abstract

Price discounts are used as an intervening variable in this study to examine the impact of live-streaming social commerce on impulsive purchases among Gen Z Glad2Glow skincare customers in Sukabumi City. 150 random participants participated in the quantitative explanation study. Data analysis employed SmartPLS 4, a partial least squares structural equation model. Pricing cuts and live streaming have a substantial and beneficial effect on impulse buying and price cuts, respectively. Price declines also influence spontaneous purchases and live broadcasting. It is concluded that appealing discounts and interactive live streaming are efficient ways to boost impulsive purchases.
Co-Authors Kokom Komariah Nurshilfi Fazriah