Examining the Impact of Live Streaming, Affiliate Marketing, and Flash Sale Programs on Purchase Intentions in the TikTok Shop: An Empirical Study Focused on Generation Z

Authors

Fitri Novilia Universitas Pendidikan Indonesia
Heny Hendrayati Universitas Pendidikan Indonesia
Mohammad Fahreza Universitas Koperasi Indonesia

DOI:

https://doi.org/10.32670/coopetition.v15i2.4398

Keywords:

live streaming, affiliate marketing, flash sale, purchase intention, TikTok Shop

Abstract

Live streaming has become the latest strategy in marketing products as it provides consumers with a sense of experiencing direct shopping. In live streaming, sellers and buyers can interact directly through real-time video streaming. Marketing strategies involving third-party individuals, known as affiliate marketing, are engaged in marketing activities. Several e-commerce platforms utilize this approach as it brings benefits to all parties involved. Live streaming has become a popular promotional method, especially after the pandemic. Flash sales, with their attractive offers, are highly favored by consumers as they allow them to purchase high-quality products or services at significantly low prices, but within specific time and quantity constraints. The author is interested in understanding the most influential marketing strategies that impact consumer Purchase Intention in e-commerce, particularly on new platforms like TikTok Shop. The research method employed is descriptive statistics based on the results of statistical calculations using SEM-PLS, with primary data obtained from 96 respondents through a questionnaire.

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Published

2024-06-27

How to Cite

Novilia, F. ., Hendrayati, H. ., & Fahreza, M. . (2024). Examining the Impact of Live Streaming, Affiliate Marketing, and Flash Sale Programs on Purchase Intentions in the TikTok Shop: An Empirical Study Focused on Generation Z. Coopetition : Jurnal Ilmiah Manajemen, 15(2), 209–218. https://doi.org/10.32670/coopetition.v15i2.4398