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All Journal Conference Proceedings International Conference on Education Innovation and Social Science
Elita, Via
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Education Social Sciences

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The Impact of Live Streaming Appeal and Discounts for Generation Z in Online Purchasing Decisions Wahyudi, Tri Nur; Harsono, H; Elita, Via
Proceedings International Conference on Education Innovation and Social Science 2024: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

The importance of technology and the internet has revolutionized the way people shop, especially among Generation Z who show high interest in online shopping. This study aims to identify the impact of live streaming and discounted prices on the purchasing decisions of Shopee users from Generation Z in Indonesia. Using an associative quantitative method, primary data collected from 102 respondents through an online questionnaire was analyzed using SPSS for Windows. The results revealed that both live streaming and price discounts have a significant influence on the purchasing decisions of Generation Z on the Shopee platform. both simultaneously and partially with a coefficient of determination (R2) value of 0.505.
Co-Authors Harsono, H Tri Nur Wahyudi