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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Maulana Ahnaf Fauzan
Universitas Ahmad Dahlan
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Peran Live Shopping dalam Memediasi Pengaruh Social Commerce Terhadap Impulsive Buying Behavior Gen Z di Daerah Istimewa Yogyakarta Maulana Ahnaf Fauzan; Muhammad Hamdi
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 4 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i4.11623

Abstract

The development of Social Commerce and Live Shopping has changed digital shopping behavior patterns, especially among Generation Z consumers, through increased social interaction and real-time communication. Based on the Stimulus–Response (S–R) framework, this research aims to analyze the influence of Social Commerce on Impulsive Buying and examine the role of Live Shopping as a mediating variable for Generation Z in the Special Region of Yogyakarta. This research uses a quantitative approach through a survey of 160 respondents who actively participate in Live Shopping activities on the Shopee Live, TikTok Live and Lazada Live platforms. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The research results show that Social Commerce has a positive and significant effect on Live Shopping, and Live Shopping has a positive and significant effect on Impulsive Buying. However, Social Commerce does not have a direct effect on Impulsive Buying. Indirect effect testing shows that Live Shopping fully mediates the influence of Social Commerce on Impulsive Buying. This finding confirms that the social stimulus in Social Commerce is not strong enough to directly trigger impulse buying without reinforcement through interactive and real-time shopping experiences. Theoretically, this research strengthens the relevance of the Stimulus–Response framework in explaining digital consumer behavior, as well as providing practical implications for e-commerce players in designing more effective Live Shopping-based marketing strategies.
Peran Influencer marketing dan Parasocial relationship dalam Purchase decision Gen Z Ahmad Zulfadar; Muhammad Hamdi; Maulana Ahnaf Fauzan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 5 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i5.11625

Abstract

This study aims to analyze the influence of influencer marketing on the purchase decisions of Indonesian Generation Z and to examine the mediating role of parasocial relationships in this relationship. The background of this study is based on Gen Z's increasing dependence on social media as a source of product information and the high influence of credibility and emotional attachment to influencers. The study used a quantitative approach through an online survey of 234 respondents who actively use social media. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that influencer marketing has a significant positive effect on parasocial relationships and purchase decisions. In addition, parasocial relationships were found to strongly mediate the relationship between the two, indicating that emotional closeness is a major factor driving Gen Z's purchasing decisions. These findings confirm the importance of authenticity and social connectedness in influencer marketing strategies. This study provides theoretical and practical contributions to the development of parasocial relationship based digital marketing strategies.
Co-Authors Ahmad Zulfadar Muhammad Hamdi