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All Journal Jurnal Informatika Ekonomi Bisnis
Afni Melati Safira
Universitas Nahdlatul Ulama Sidoarjo
Economics, Econometrics & Finance

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Pengaruh Live Streaming dan Sales Promotion terhadap Impulse Buying yang Dimediasi oleh Consumer Shopping Motivation (Studi pada Gen Z Pengguna Shopee) Afni Melati Safira; Muhafidhah Novie
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 1 (March 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i1.821

Abstract

The aim of this study is to explain how live streaming and sales promotion affect the impulse buying mediated by consumer shopping motivation in Shopee users, Gen Z. The research uses quantitative methods. The data was collected through a structured questionnaire that was distributed to 97 selected people. Purposive sampling is a data collection method used. The study found that live streaming improves impulse buying, whereas sales promotion does not. Live streaming, sales promotions have a positive influence on impulses buying mediated by consumer shopping motivation.
Co-Authors Muhafidhah Novie