The Effect of Flash Sale Promotions, Live Streaming and Online Customer Reviews on Nvmee Hair Styler Purchase Decisions on the E-Commerce Shopee (A Study of Generation Z in Jabodetabek)
DOI:
https://doi.org/10.61963/jkt.v3i2.178Keywords:
Flash Sale Promotions, Live Streaming, Online Customer Reviews, Purchase DecisionsAbstract
This research examine the effect of flash sale promotions, live streaming, and online customer reviews on purchase decisions for Nvmee hair styler products on the Shopee e-commerce platform, with a focus on Generation Z consumers in the Jabodetabek area. The increasing use of digital marketing features in e-commerce has encouraged sellers to optimize promotional strategies and interactive communication to influence consumer purchasing behavior. This study is based on a quantitative research approach employing a causal associative design. This research involved 160 research participants, determined using the Hair method sampling guideline, comprising Generation Z consumers in Jabodetabek who have experience purchasing Nvmee hair styler products on Shopee during flash sale promotions, through live-streaming commerce features, and based on evaluations found in online consumer review platforms. The data were obtained via structured questionnaires and subsequently processed using statistical methods for the examination of the proposed hypotheses, then calculated with SPSS 29. The findings indicate that flash sale promotions, live-stream commerce, and consumer-generated online reviews exert a positive and statistically significant influence on purchase decisions,both partially as well as jointly. All proposed hypotheses are supported, indicating that these digital marketing variables hold a significant influence on Generation Z’s purchasing behavior within e-commerce. These findings provide empirical evidence for the effectiveness of promotional and interactive features on Shopee and offer practical implications for brands and sellers in designing marketing strategies that are aligned with the preferences of young digital consumers.
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