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All Journal Ekonomi Bisnis Journal of Management Review Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Sawala : Jurnal Administrasi Negara JMM (Jurnal Masyarakat Mandiri) JCES (Journal of Character Education Society) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan CARADDE: Jurnal Pengabdian Kepada Masyarakat QARDHUL HASAN: MEDIA PENGABDIAN KEPADA MASYARAKAT Almana : Jurnal Manajemen dan Bisnis Jurnal Komunikasi Profesional Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Bantenese Jurnal Pengabdian Masyarakat EAJ (ECONOMICS AND ACCOUNTING JOURNAL) Jurnal Ekonomi Manajemen Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Enrichment : Journal of Management Jurnal Pasar Modal dan Bisnis Jurnal Bakti Masyarakat Indonesia Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Pasundan International of Community Services Journal (PICS-J) Jurnal Pengabdian Masyarakat Nusantara Indonesian Journal of Social Science Research International Journal of Management Science and Information Technology (IJMSIT) JAPI: Jurnal Akses Pengabdian Indonesia Jurnal Pengabdian Masyarakat Indonesia Jurnal Pengabdian Siliwangi Social Science Research Journal Business Management and Entrepreneurship Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Lucky Radi Rinandiyana
Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Siliwangi
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology 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 Agi Rosyadi Alfin Nur Fahmi Alfin Nur Fahmi Mufreni Allicia Deana Santosa Allicia Deana Santosa Alvi Musyaropah Amiruddin Hamzah Ane Kurniawati Annas Syams Rizal Fahmi Apri Budianto, Apri Ardiani, Gusti Tia Asep Budiman Asep Budiman Asep Saepudin Asiah Lestari Badriatin, Tine Betty Rofatin Bintari, Vivi Deasy Lestary Kusnandar Deasy Lestary Kusnandar Deasy Lestary Kusnandar Deasy Lestary Kusnandar Dede Arif Rahmani Dede Sri Rahayu Deni Sudrajat Dewi Permata Sari Dian Kurniawan dian Kurniawan Dian dan Irman, dian Kurniawan Dina Agustina Eddy Jusuf Elis Listiana Mulyani Endang Surahman Fahmi, Alfin Nur Fahmi, Annas Syams Rizal Fitri Ajeng Sari Fuzi Waliyul Mujtahidin Fuzi Waliyul Mujtahidin Gerdha Erlinda Sari Lapoliwa I Gusti Agung Komang Diafari Djuni Hartawan JENITA JENITA jenita jenita, jenita Kartawan Kartawan Kartawan Kartawan Kurniawan Kurniawan Kurniawan, Dian Kurniawan, Dian Kurniawati, Ane Kurniawati, Ane Kusnandar, Deasy Lestary Kusnandar, Deasy Lestary Laksono Trisnantoro Linda Septiana Luthfie Hadie Nugraha Darmawan Mardani, Dede Aji Masitoh, Noneng Mufreni, Alfin Nurfahmi Mulyani, Elis Listiana Munawar, Andri Helmi Nadia Ulfa Agustin Hilman Nadya Ayu Lestari Nandan Limakrisna Nurfahmi M, Alfin Nurherliyani, Metty Paturochman, Iwan Ridwan Ramadhani, Indi Ramon Arthur Ferry Tumiwa Rani Nurnawati Rihfenti Ernayani Rini Muflihah Rizal Fahmi Syaiful Rodhiyah Rodhiyah Rosyadi, Agi Rudi Setiawan Sabila Fitriana Saepudin, Asep Sani, Ageng Asmara Soritaon Siregar Sri Sudiarti Sri Sudiarti Sri Sudiarti Subrata, Ali Sudrajat, Deni Taufik, Nuryanti Vita Meylani Wilman San Marino Wursan Wursan Yanyan Sumaryana