Conference Proceedings International Conference on Education Innovation and Social Science
2024: Proceedings International Conference on Education Innovation and Social Science

The Impact of Live Streaming Appeal and Discounts for Generation Z in Online Purchasing Decisions

Wahyudi, Tri Nur (Unknown)
Harsono, H (Unknown)
Elita, Via (Unknown)

Article Info

Publish Date
20 Nov 2024

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.

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Journal Info
Conference Proceedings International Conference on Education Innovation and Social Science
Website

Abbrev

iceiss

Publisher

Universitas Muhammadiyah Surakarta

Subject

Education Social Sciences

Description

International Conference on Education Innovation and Social Science (ICEISS) is organized by the Accounting Education Study Program, Faculty of Education, Universitas Muhammadiyah Surakarta, Indonesia. The aim of the conference is to provide a platform for the researchers, education practitioners, ...