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Badriatin, Tine
Faculty Of Economics And Business, University Of Siliwangi, Tasikmalaya 46115, Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Nursing Public Health Social Sciences Other

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Gamification, Live Streaming, and Social Influence as Drivers of Purchase Intention: The Mediating Role of Flow Experience among Generation Z Lucky Radi Rinandiyana; Dian Kurniawan; Alfin Nur Fahmi Mufreni; Tine Badriatin
Almana : Jurnal Manajemen dan Bisnis Vol. 10 No. 2 (2026): August
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v10i2.3042

Abstract

The rapid growth of e-commerce and digital marketing has transformed Generation Z’s online shopping behavior, highlighting the need to understand how digital marketing stimuli influence purchase intention. This study aims to analyze the influence of gamification, live streaming, and social influence on Generation Z’s purchase intention in Priangan Timur, with flow experience as a mediating variable. A quantitative survey involving 300 respondents was analyzed using Structural Equation Modeling (SEM). The results indicate that gamification, live streaming, and social influence significantly influence flow experience, which subsequently has a significant positive effect on purchase intention. Mediation analysis demonstrates that flow experience partially mediates the relationships between the three digital stimuli and purchase intention, with live streaming producing the strongest indirect effect. These findings confirm the central role of flow experience within the Stimulus–Organism–Response (SOR) framework and highlight its importance in developing experience-based digital marketing strategies. The study’s novelty lies in integrating gamification, live streaming, and social influence into a unified SOR model while positioning flow experience as the key mediating mechanism. Future research should validate the model across different regions, generations, and digital platforms by incorporating trust, perceived enjoyment, and AI-powered personalization.
Co-Authors Abda Abda Agus Fatah Hidayat Alfin Nur Fahmi Mufreni Ali Subrata Ana Sakinatun Nisa Ana Sakinatun Nisa Andani, Listia Ane Kurniawati Apri Budianto, Apri Ardiani, Gusti Tia Arifah Rosmajudi Asep Budiman Asep Saepudin Asep Saepudin Astri Handari Astri Handari Astri Siti Fatimah Astri Siti Fatimah Astri Siti Fatimah Aulia Azizatul Jannah Badrujaman, Sopi Bastaman, Irma Darmawati Beni Hartanto Beni Hartanto Beni Hartanto Beni Hartanto Betty Rofatin Bintang F.D.S., Ignatia Bintari, Vivi Indah Budin Syihabudin Dede Arif Rahmani Dedeh Sri Sudaryanti, Dedeh Sri Deni Sudrajat Deni Sudrajat Deni Sudrajat Deni Sudrajat Deni Sudrajat Deni Sudrajat Deny Hidayat dian Kurniawan Dian dan Irman, dian Kurniawan Dim Zarita Suryanugraha Dim Zarita Suryanugraha Dina Agustina Dita Amelia Putri Dodi Tirtana Edi Ganda Permana Edi Ganda Permana Elis Listiana Mulyani Fahmi, Annas Syams Rizal Fitri Ajeng Sari Fuzi Waliyul Mujtahidin Fuzi Waliyul Mujtahidin Galih Nugraha Ganda Permana, Edi Hartanto, Beni Hasannudin, Ivan Dicksan Heri Widodo, Teguh I Gusti Agung Komang Diafari Djuni Hartawan Ichsan Alif Setiawan Ichsan Alif Setiawan Ida Ayu Putu Sri Widnyani Ikrar Budi Iqbal Nur Fajar Ivan Dicksan Hasannudin JENITA JENITA jenita jenita, jenita Kurniawan Kurniawan Kurniawan Kurniawan Kurniawan Kurniawan Kurniawan Kurniawan, Dian Kurniawati, Ane Laksono Trisnantoro Linda Septiana Linda Septiana Lucky Radi Rinandiyana Luthfie Hadie Nugraha Darmawan M. Ikrar Budijaya Mardani, Dede Aji Masitoh, Noneng Metty Nurherliyany Miranda Seni Amara Monika Sutarsa Mufreni, Alfin Nurfahmi Mulyani, Elis Listiana Munawar, Andri Helmi Nadia Ulfa Agustin Hilman Nadya Ayu Lestari Nana Sahroni Nurherliyani, Metty Paturochman, Iwan Ridwan Rahmani, Dede Arif Arif Rahmawati, Mira Ramadhani, Indi Ramon Arthur Ferry Tumiwa Rini Muflihah Rini Muflihah Rodhiyah Rodhiyah Rois Bahri Rosmajudi, Arifah Rosyadi, Agi Rudi Setiawan Rudi Setiawan Rudi Setiawan Rudi Setiawan Saepudin, Asep Sakifah Sakifah, Sakifah Sani, Ageng Asmara Septiana Tri Rahayu Sopi Badrujaman Soritaon Siregar Sri Sudiarti Sri Sudiarti Sri Sudiarti Sri Sudiarti Subrata, Ali Sudrajat, Deni Suryanugraha, Dim Zarita Tasya Khoerunnisa Hijriah Teguh Heri Widodo Wilman San Marino Wursan Wursan Wursan, Wursan Yanti Heryanti