The Influence of Product Bundling And Live Streaming on The Purchase Intention of Somethinc Products on Gen Z In Kediri City With Influenser as a Moderating Variable

Sary, Acsho Lesisthree Purnama
S, Beny Mahyudi
Syahputra, Erwin

Mamangan Social Science Journal
Vol 12, No 3 (2025): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT

This study aims to examine the effect of product bundling and live streaming on purchase intention through influencers as moderating variables. The object of this research is aimed at gen Z in Kediri City. Sampling was carried out using purposive sampling technique, with a total sample of 100 samples, which were distributed to gen Z in Kediri City. The instrument in this study used a questionnaire with a Likert scale using SmartPLS software for the analysis tool. The results of this study indicate that, 1) Product bundling has a positive and significant influence on purchase intention; 2) Live streaming also has a positive but insignificant effect on purchase intention; 3) Influencers have a positive and significant effect on purchase intention; 4) Influencers significantly strengthen the effect of bundling products on purchase intention; 5) Influencers have a significant effect but are unable to strengthen the relationship between live streaming and purchase intention