Published: 2025-10-01

Peran Live Streaming Shopee terhadap Pengambilan Keputusan Konsumen Generasi Z

DOI: 10.35870/jemsi.v11i5.5062

Nabil Ar Araaf, Ati Mustikasari
  • Nabil Ar Araaf: Universitas Telkom
  • Ati Mustikasari: Universitas Telkom

Abstract

This study is motivated by the growing trend of digital marketing through live streaming features on e-commerce platforms, particularly Shopee, which significantly influences the consumption patterns of the younger generation. The aim of this research is to analyze the influence of Shopee's live streaming feature on the purchase decisions of Generation Z consumers in Bandung City. This research employs a quantitative approach using a survey method. The sample consists of 100 respondents selected through purposive sampling. Data were collected using a closed-ended questionnaire and analyzed with simple linear regression using SPSS software. The results indicate that the live streaming feature has a significant influence on purchase decisions, with a coefficient of determination of 68.3 percent. These findings suggest that product visualization, interaction with the host, and limited-time promotions during the stream are dominant factors influencing consumer purchasing decisions. The study concludes that live streaming is an effective digital marketing strategy to reach and influence Generation Z's shopping behavior and should be optimally utilized by business actors and platform providers.

Keywords

Live Streaming ; Purchase Decision ; Shopee ; Generation Z ; Digital Marketing

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How to Cite

Araaf, N. A., & Mustikasari, A. (2025). Peran Live Streaming Shopee terhadap Pengambilan Keputusan Konsumen Generasi Z. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(5), 4668-4679. https://doi.org/10.35870/jemsi.v11i5.5062
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 5 (2025)

  • Section: Articles

  • Published: October 1, 2025

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Author Biographies
Nabil Ar Araaf
Google Scholar ResearchGate ORCID

Fakultas Ilmu Terapan, Universitas Telkom, Bandung, Indonesia.

Ati Mustikasari
Google Scholar ResearchGate ORCID

Fakultas Ilmu Terapan, Universitas Telkom, Bandung, Indonesia.

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