Efektivitas Live Streaming, Influencer, Dan Diskon Dalam Keputusan Pembelian Gen Z Tiktok Shop

Abstrak

This research explores how Generation Z's unique characteristics, such as a propensity towards technology, preference for visual content, and the influence of peers and influencers, impact purchasing behavior. This study aims to evaluate how live streaming, promotion through influencers, and discounting influence purchasing decisions on the TikTok Shop platform, especially among Generation Z who live in the South Tambun area. The research method is quantitative research with a survey approach with a non-probability sampling technique using purposive sampling technique which resulted in 100 respondents through distributing questionnaires. Data collection was carried out through distributing questionnaires, then analyzed using multiple linear regression methods with the help of SPSS version 29 software. This research indicates that live streaming and influencer marketing have a positive and significant influence on purchasing decisions. Meanwhile, price discounts have a negative but significant impact, three variables that have a significant influence on purchasing decisions, with live streaming as the dominant factor. The findings provide practical implications for businesses to optimize marketing strategies based on live interactions and creative content, as well as consider prudent discount policies to maintain the perception of product quality.