<![CDATA[The aim of this research is to find out whether live streaming, prices and promotions have an effect on buying interest of preloved consumers in generation Z in Bengkulu City. This type of research is quantitative. The data collection method in this research used a questionnaire technique, with a sample of 170 respondents. The research results show that multiple linear regression Y = 0.276 + 0.377 X1 + 0.311 X2 + 0.489 X3 + 0.994. Where the coefficient is positive, meaning that there is a positive or unidirectional relationship between the variables Live Streaming (X1), Price (X2) Promotion (X3), the value is 0 (zero), on the Purchase Interest (Y) of Preloved Consumers in Generation Z in Bengkulu City. The results of the research show that the live streaming test (XI) shows tcount 2,782 > ttable 1,672 and significance 0.023 < 0.05, so the results of the Ha hypothesis are accepted and Ho is rejected, meaning that live streaming has a positive and significant effect on buying interest in preloved consumers in generation Z in Bengkulu City. The price test results (X2) show tcount 2.357 > ttable 1.672 and significance 0.021 < 0.05, so the results of the Ha hypothesis are accepted and Ho is rejected, meaning that price has a positive and significant effect on buying interest of preloved consumers in generation Z in Bengkulu City. The results of the promotion test (X3) show tcount 3.700 > ttable 1,672 and significance 0.000 < 0.05, so the results of the Ha hypothesis are accepted and Ho is rejected, meaning promotion has a positive and significant effect on buying interest of preloved consumers in generation Z in Bengkulu City. Based on the comparison of the Fcount value with Ftable, the Fcount value is greater than the Ftable value, namely 36.690> 2.53, so it is concluded that accepting the hypothesis, meaning that there is a simultaneous influence between Live Streaming (X1), Price (X2) Promotion (X3) the value is 0 (zero), on Purchase Interest (Y) of Preloved Consumers in Generation Z in Bengkulu City. This can be seen at the significance level of 0.000 <0.05.]]>
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