ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPERAN LIVE STREAMING, FLASH SALE DAN GRATIS ONGKIR PADA PEMBELIAN IMPULSIF GEN Z |
| Nama: DEA PRAVITASARI |
| Tahun: 2025 |
| Abstrak The purpose of this study is to explore how live streaming , flash sales and the free shipping tagline affect gen Z consumers impulse purchases of facetology products at shopee . Purposive sampling is one of the quantitative sampling strategies used in this study. In this study, 120 respondents made up the sample. A likert scale was used a measurement tool in a questionnsaire used to collect data SPSS. The results of this study show that live streaming, flash sale and the free shipping tagline, both partially and stimulatingly, contribute to and have a positive impact on impulse purchases. Marketing strategies using live streaming, flash sale, and free shipping tagline are effective in simulating impulse purchases, based on an R-squared of 58,9%. sample capaticy is one of the limitations of this study. The resulting findings may not fully reflect the behavior of all shopee users or beauty product consumers in general. This research examines gen Z consumer behaviour in e-commerce and provides insight that can be used by markets to develop effective marketing strategies, particulary through the use of live stresming and free shipping tagline promotions to increase sales of cosmetics product on digital platforms. |