LIVE STREAMING SOCIAL COMMERCE EFFECTS ON SKINCARE IMPULSE BUYING VISA DISCOUNTS

Nurshilfi Fazriah (Universitas Muhammadiyah Kota Sukabumi)
Tetty Sufianty Zafar (Universitas Muhammadiyah Kota Sukabumi)
Kokom Komariah (Universitas Muhammadiyah Kota Sukabumi)

JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Vol 9, No 2 (2026): JIMB - VOLUME 9 NOMOR 2 SEPTEMBER 2026

Price discounts are used as an intervening variable in this study to examine the impact of live-streaming social commerce on impulsive purchases among Gen Z Glad2Glow skincare customers in Sukabumi City. 150 random participants participated in the quantitative explanation study. Data analysis employed SmartPLS 4, a partial least squares structural equation model. Pricing cuts and live streaming have a substantial and beneficial effect on impulse buying and price cuts, respectively. Price declines also influence spontaneous purchases and live broadcasting. It is concluded that appealing discounts and interactive live streaming are efficient ways to boost impulsive purchases.