The Influence of Live Streaming, Flash Sale, and Free Shipping Programs on Generation Z’s Impulsive Buying with Positive Emotion as the Role of Meditating
DOI:
https://doi.org/10.61194/ijjm.v6i2.1510Keywords:
Live Streaming Commerce, Flash Sale Impact, Impulsive Buying Behavior, Generation Z Consumer Trends, Positive Emotion in E-Commerce, Free Shipping InfluenceAbstract
The rapid growth of e-commerce has revolutionized consumer behavior, especially among Generation Z. who are highly engaged with digital platforms and interactive shopping experiences. This study examines the influence of live streaming, flash sales, and free shipping programs on impulsive buying behavior, with positive emotion serving as a meditating factor. Using data acquired from 326 Generation Z consumers through an online questionnaire, the research used Structural Equation Modeling (SEM) to investigate the correlations between these variables. The findings reveal that all three marketing strategies—live streaming, flash sales, and free shipping—significantly influence impulsive buying. Positive emotion plays a critical meditating role, enhancing the effect of these strategies on spontaneous purchases. Live streaming was found to be the most influential, generating strong emotional responses that drive impulsive buying, followed by flash sales and free shipping. These results offer valuable insights for e-commerce retailers aiming to engage Generation Z through emotionally driven marketing strategies. The study underscores the importance of leveraging positive emotional triggers to increase consumer engagement and impulsive buying behavior in the digital marketplace.Downloads
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References
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Marjerison, R. K., Hu, J., & Wang, H. (2022). The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior. Sustainability (Switzerland), 14(23). https://doi.org/10.3390/su142316087
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Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3). https://doi.org/10.1108/JRIM-01-2018-0004
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Rizkya, S. N., Sarah, S., & Fanji, F. W. (2024). Pengaruh Flash Sale, Gratis Ongkos Kirim, dan Live Streaming terhadap Impulsive Buying pada pengguna Shopee. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 5(1). https://doi.org/10.47747/jismab.v5i1.1629
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Utami, Y., Kendaga, J. A. F., Diantoro, A. K., & Kusmantini, T. (2021). The Influence of Hedonistic Motives, Fashion Interest, and Positive Emotions on the Impulsive Buying of Fashion Products with Sales Promotion as Moderating Variables. International Journal of Applied Business and International Management, 6(3). https://doi.org/10.32535/ijabim.v6i3.1329
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Wulandari, D. A., & Edastama, P. (2022). PENGARUH GRATIS ONGKIR, FLASH SALE, DAN CASHBACK ATAS PEMBELIAN IMPULSIF YANG DIMEDIASI EMOSI POSITIF. Jurnal Mahasiswa Manajemen Dan Akuntansi, 1(2). https://doi.org/10.18502/kss.v9i4.15072
Wulansari S.E., Y., & Prihatining Wilujeng, I. (2024). The Effect of Hedonic Consumption Tendency on Online Impulse Buying through Positive Emotion on the Flash Sale Marketplace on Millennial Generation. KnE Social Sciences. https://doi.org/10.18502/kss.v9i4.15072
Al Fajri, M. A., Moelyati, T. A., & Yamalay, F. (2023). Pengaruh Flash Sale dan Tagline “Gratis Ongkir” terhadap Pembelian Impulsif melalui Variabel Intervening Emosi Positif pada Marketplace di Kota Palembang. Jurnal Nasional Manajemen Pemasaran & SDM, 4(3). https://doi.org/10.47747/jnmpsdm.v4i3.1362
Andina Wulandari, D., & Primasatria Edastama. (2022). PENGARUH GRATIS ONGKIR, FLASH SALE, DAN CASHBACK ATAS PEMBELIAN IMPULSIF YANG DIMEDIASI EMOSI POSITIF. Jurnal Mahasiswa Manajemen Dan Akuntansi, 1(2). https://doi.org/10.30640/jumma45.v1i2.320
Anggraini, D., Azman, H. A., Hasanah, N. F., Febrian, H., & Sholihin, A. (2023). Pengaruh Flash Sale dan Tagline Gratis Ongkir Shopee Terhadap Impulsive Buying Secara Online dengan Muslim Self. Jurnal Ilmiah Ekonomi Islam, 4(2). https://dx.doi.org/10.29040/jiei.v9i1.7963
Anisah., Indrayani, E., Mukodim, D.(2024). The Effect of Consumer Perceptions and Innovation Adoption on Their Intentions to Purchase Online. Ilomata International Journal of Management, 5(2), 359-374. https://doi.org/10.61194/ijjm.v5i2.1082
Ayuningtyas, M. F., & Irawan, A. (2021). THE INFLUENCE OF FINANCIAL LITERACY ON BANDUNG GENERATION Z CONSUMERS IMPULSIVE BUYING BEHAVIOR WITH SELF-CONTROL AS MEDIATING VARIABLE. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9). https://doi.org/10.35631/aijbes.39012
Azizah, I. N., & Indrawati, I. (2022). THE INFLUENCES OF FLASH SALE PROMOTION ON SHOPPING ENJOYMENT AND IMPULSE BUYING OF SHOPEE CONSUMERS INDONESIA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3). https://doi.org/10.31955/mea.v6i3.2394
Cui, Y., Liu, Y., & Gu, M. (2022). Investigating the Key Drivers of Impulsive Buying Behavior in Live Streaming. Journal of Global Information Management, 30(1). https://doi.org/10.4018/jgim.314226
Darwipat, D., Syam, A., & Marhawati, M. (2020). Pengaruh Program Flash Sale terhadap Perilaku Impulsive Buying Konsumen Marketplace. Journal of Economic Education and Entrepreneurship Studies, 1(2). https://doi.org/10.26858/je3s.v1i2.18635
Fadhilah,G., Syafina, L., Anggraini, T. (2024). Impact of Social Environment, Financial Education, and M-Bangking Features on Impulsive Buying Behaviour Among Indonesian University Students. Ilomata International Journal of Management, 5(4),1210-1227. https://doi.org/10,61194/ijjm.v5i4.1321
Ghea Septia Atika Refasa, Heriyadi, Bintoro Bagus Purmono, Barkah, & Helma Malini. (2023). Do TikTok Discounts Livestream Triggers Gen Z Impulse Buying Behavior. International Journal of Scientific Research and Management, 11(01). https://doi.org/10.18535/ijsrm/v11i01.em04
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1). https://doi.org/10.1108/EBR-11-2018-0203
Hoang, C. C., & Khoa, B. T. (2022). Impulse Buying Behavior of Generation Z customers in Social Commerce: Flow Theory Approach. Journal of Logistics, Informatics and Service Science, 9(4). https://doi.org/10.33168/LISS.2022.0413
Hou, J., Shen, H., & Xu, F. (2021). A Model of Livestream Selling with Online Influencers. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3896924
Ivo, O. A., Welsa, H., & Cahyani, P. D. (2021). Pengaruh Sale Promotion dan Store Atmosphere terhadap Impulsive Buying dengan Positive Emotion sebagai Variable Intervening pada Konsumen Matahari Department Store Yogyakarta. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(3). https://doi.org/10.47467/alkharaj.v4i3.724
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Marjerison, R. K., Hu, J., & Wang, H. (2022). The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior. Sustainability (Switzerland), 14(23). https://doi.org/10.3390/su142316087
Nur Ajizah, T., & Teguh Nugroho, A. (2023). THE ROLE OF POSITIVE EMOTION AS A MEDIATOR OF SHOPPING LIFESTYLE AND HEDONIC SHOPPING MOTIVATION TOWARDS IMPULSE BUYING AT TIKTOK SHOP (Case on TikTok Shop Customers). JPIM (Jurnal Penelitian Ilmu Manajemen), 8(2). https://doi.org/10.30736/jpim.v8i2.1631
Purmono, B., & Ramadania, R. (2021). The Effect of Hedonic Shopping Value on the Impulse Buying of Fashion Products of Generation Z. Journal of Research in Business, Economics and Management, 16(1), 31-40. http://scitecresearch.com/journals/index.php/jrbem/article/view/2038
Rahmania, K., Bagus Purmono, B., Setiawan, H., Hendri, M. I., & Juniwati. (2023). The Effect of Flash Sale on Online Impulse Buying Mediated by Positive Emotion in Shopee Users (Case Study on Gen Y). Himalayan Economics and Business Management, 4(1). https://doi.org/10.47310/hjebm.2023.v04i01.028
Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3). https://doi.org/10.1108/JRIM-01-2018-0004
Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). IMPULSE BUYING AND HEDONIC BEHAVIOUR: A MEDIATION EFFECT OF POSITIVE EMOTIONS. Virtual Economics, 5(1). https://doi.org/10.34021/VE.2022.05.01(3)
Rizkya, S. N., Sarah, S., & Fanji, F. W. (2024). Pengaruh Flash Sale, Gratis Ongkos Kirim, dan Live Streaming terhadap Impulsive Buying pada pengguna Shopee. Jurnal Ilmu Sosial, Manajemen, Akuntansi Dan Bisnis, 5(1). https://doi.org/10.47747/jismab.v5i1.1629
Tirtaning, K. S., & Setiaji, K. (2021). Effect of Intensity of Accessing Internet, Sales Promotion, and Positive Emotions on Impulsive Buying. Economic Education Analysis Journal, 10(2). https://doi.org/10.15294/eeaj.v10i2.46692
Utami, Y., Kendaga, J. A. F., Diantoro, A. K., & Kusmantini, T. (2021). The Influence of Hedonistic Motives, Fashion Interest, and Positive Emotions on the Impulsive Buying of Fashion Products with Sales Promotion as Moderating Variables. International Journal of Applied Business and International Management, 6(3). https://doi.org/10.32535/ijabim.v6i3.1329
Wang, Y., Pan, J., Xu, Y., Luo, J., & Wu, Y. (2022). The Determinants of Impulsive Buying Behavior in Electronic Commerce. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127500
Wulandari, D. A., & Edastama, P. (2022). PENGARUH GRATIS ONGKIR, FLASH SALE, DAN CASHBACK ATAS PEMBELIAN IMPULSIF YANG DIMEDIASI EMOSI POSITIF. Jurnal Mahasiswa Manajemen Dan Akuntansi, 1(2). https://doi.org/10.18502/kss.v9i4.15072
Wulansari S.E., Y., & Prihatining Wilujeng, I. (2024). The Effect of Hedonic Consumption Tendency on Online Impulse Buying through Positive Emotion on the Flash Sale Marketplace on Millennial Generation. KnE Social Sciences. https://doi.org/10.18502/kss.v9i4.15072
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2024-12-31
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Aqsa, D. F. ., Rosnani, T., Pebrianti, W., Ramadania, & Heriyadi. (2024). The Influence of Live Streaming, Flash Sale, and Free Shipping Programs on Generation Z’s Impulsive Buying with Positive Emotion as the Role of Meditating. Ilomata International Journal of Management, 6(2), 571–586. https://doi.org/10.61194/ijjm.v6i2.1510
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