Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal IIJSE
Nazma Mega Prameswari
Sekolah Tinggi Ilmu Ekonomi STAN IM, Bandung, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Impact of Live Streaming and Flash Sale on Gen Z Purchase Intention in Shopee Nazma Mega Prameswari; Neng Keke Nuraeni; Nur Hayati -
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7149

Abstract

This study examines the effect of live streaming and flash sales at the Shopee marketplace on the buying interest of Gen Z consumers in Bandung City, platforms such as Shopee, which allow consumers to shop anywhere and anytime. With the ease of accessing various online shopping platforms, many companies are trying to attract consumer attention through multiple strategies, one of which is live streaming and flash sales. This research was designed using quantitative methods, focusing on the population of Shopee Generation Z users in Bandung City. The method used is non-probability sampling with a purposive sampling technique; the sample size is 121 respondents with reference to Roscoe's theory. The results of this study indicate that live streaming partially increases Gen Z's buying interest in Bandung City, flash sales increase Gen Z's purchase interest in Bandung positively partially, and live streaming and flash sales simultaneously have a significant effect on Gen Z's buying interest in Bandung City.
Co-Authors Neng Keke Nuraeni Nur Hayati