From Live to Checkout: Digital Marketing and Gen Z's Local Response to Purchasing on Shopee

Abstract

The purpose of this research is to test the influence of live streaming selling, discounts, and online customer reviews on purchasing decisions through the Shopee marketplace among Generation Z in the Pule sub-district, to test the influence of live streaming selling on purchasing decisions through the Shopee marketplace among Generation Z in the Pule sub-district, to test the influence of discounts on purchasing decisions through the Shopee marketplace among Generation Z in the Pule sub-district, and to test the influence of online customer reviews on purchasing decisions through the Shopee marketplace among Generation Z in the Pule sub-district. The development of digital technology has changed the way society conducts transactions, including in shopping activities. One of the most popular platforms is Shopee, especially among Gen Z. However, not all digital marketing strategies can influence purchasing decisions. Therefore, an appropriate strategy is needed to attract attention and shape purchasing decisions, including optimizing interactive livestream selling, discounts as an attraction, and online customer reviews as influences and additional information for potential buyers. This study uses a quantitative approach with an associative type. The sample in the study consists of 100 respondents who are Generation Z in Pule District. The sampling technique used is non-probability sampling, and then purposive sampling is chosen according to the established criteria. Data are analyzed using multiple linear regression methods. The research results show that simultaneously the variables of live streaming selling, discount, and online customer review have a significant positive effect on purchasing decisions through the Shopee marketplace among Generation Z in Pule district. Live streaming selling has a significant positive effect on purchasing decisions through the Shopee marketplace among Generation Z in Pule district. Discounts have a significant positive effect on purchasing decisions through the Shopee marketplace among Generation Z in Pule district. Online customer reviews have a significant positive effect on purchasing decisions through the Shopee marketplace among Generation Z in Pule district.