Peran Live Streaming Shopee terhadap Pengambilan Keputusan Konsumen Generasi Z

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.