JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

The Influence of TikTok Shop Live Streaming and Price Discounts on Generation Z Purchase Decisions for COACH Luxury Products

Yuliani, Afifah (Unknown)
Diandra, Didip (Unknown)

Article Info

Publish Date
19 Jul 2026

Abstract

This study examines the influence of TikTok Shop live streaming and price discounts on Generation Z’s purchase decisions for COACH luxury products in Indonesia. Using a quantitative approach, data were collected from 120 respondents through purposive sampling and analyzed using PLS-SEM with SmartPLS 4. The results show that both live streaming and price discounts positively and significantly influence purchase decisions, with live streaming exerting the stronger effect. The model explains 54.6% of the variance in purchase decisions. These findings provide theoretical support for social commerce research and practical guidance for luxury brands in developing effective digital marketing strategies targeting Generation Z.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...