Abstract
The purpose of this research is to find out how live streaming features and discounts influence TikTok Shop Generation Z consumers, who are domiciled in Jakarta and aged between 18 and 24 years in purchasing decisions. With a total of 270 respondents, this research uses quantitative methods, employing multiple linear regression analysis. The findings show that the live streaming features positively and significantly influence the purchasing decisions of TikTok Shop Generation Z consumers. Additionally, discounts also have a positive and significant influence on consumer purchasing decisions. Both live streaming features and discounts simultaneously influence the purchasing decisions of TikTok Shop Generation Z consumers in a positive and significant.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callSimilar Papers
More From: Contemporary Studies in Economic, Finance and Banking
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
