Peran Live Streaming, Flash Sale, dan Gratis Ongkir pada Pembelian Impulsif Gen Z

https://doi.org/10.35912/jakman.v6i4.4453
Published: Sep 8, 2025

Abstract:

Purpose: This study explores the effects of live streaming, flash sales, and the free shipping tagline on Gen Z consumers impulse purchases of facetology products at Shopee.

Research Methodology: Purposive sampling is one of the quantitative sampling strategies used in this study. In this study, the sample comprised 120 respondents. A Likert scale was used as a measurement tool in a questionnaire used to collect data SPSS.

Results: The results of this study show that live streaming, flash sales, and the free shipping tagline, both partially and stimulatingly, contribute to and have a positive impact on impulse purchases. Marketing strategies using live streaming, flash sales, and free shipping taglines are effective in simulating impulse purchases, based on an R-squared of 58,9%.

Conclusion: This study concludes that interactive promotional tools such as live streaming, limited-time flash sales, and attractive free shipping significantly drive Gen Z consumers’ impulse buying behavior on e-commerce platforms. These strategies enhance consumer engagement and create a sense of urgency that leads to higher spontaneous purchases, particularly of beauty and cosmetic products.

Limitations: Sample capacity is one of the limitations of this study. The resulting findings may not fully reflect the behavior of all Shopee users or beauty product consumers in general.

Contribution: This research examines Generation Z consumer behavior in e-commerce and provides insights that can be used by marketers to develop effective marketing strategies, particularly through the use of live streaming and free shipping tagline promotions to increase the sales of cosmetics products on digital platforms.

Keywords:
1. Flash Sale
2. Impulse Purchase
3. Live Streaming
4. Tagline “Free Shipping”
Authors:
1 . Dea Pravitasari
2 . Ira Nuriya Santi
3 . Adfiyani Fadjar
4 . Wiri Wirastuti
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How to Cite
Pravitasari, D. ., Santi, I. N. ., Fadjar, A., & Wirastuti, W. (2025). Peran Live Streaming, Flash Sale, dan Gratis Ongkir pada Pembelian Impulsif Gen Z . Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(4), 935–947. https://doi.org/10.35912/jakman.v6i4.4453
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Issue & Section
Vol. 6 No. 4 (2025): September
Articles
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  1. Adam, R. P., Suardi, & Lahay, M. (2023). Pricing strategy and marketing distribution channels on customer satisfaction and purchasing decision for green products. Uncertain Supply Chain Management, 11(4), 1467–1476. https://doi.org/10.5267/j.uscm.2023.7.022
  2. Afrilya, S. R., Sutomo, M., Ponirin, & Wanti, S. (2024). Strategi Promosi Dalam Menumbuhkan Brand Awareness Melalui Instagram Pada Industri Kreatif Out Of The Box. Journal of Islamic Digital Economic and Management, 1(1), 271–282.
  3. Ansari, B., Bachri, S., & Santi, I. N. (2024). Implementasi Digital Marketing Terhadap Perkembangan UMKM Di Huntap Pombewe Kabupaten Sigi. SAMMAJIVA: Jurnal Penelitian Bisnis Dan Manajemen, 2(1), 258–264. https://doi.org/10.47861/sammajiva.v2i1.857
  4. Aprelyani, S., & Ali, H. (2024). Pengaruh Harga , Kualitas Produk dan Minat Beli Produk Skincare Somethinc Terhadap Keputusan Pembelian di E- Commerce Shopee pada Generasi Z. 2(3), 163–173. https://doi.org/10.38035/jmpd.v2i3.177
  5. Arbaiah, M., Pandjaitan, D., & Ambarwati, D. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 2(1), 55–65. https://doi.org/10.35912/rambis.v2i1.1477
  6. Atrisia, M. I., & Hendrayati, H. (2021). Flash Sale Dan Impulse Buying Konsumen E-Commerce Pada Masa Pandemi Covid-19. Journal of Business Management Education |, 6(2), 14–20. https://doi.org/10.17509/jbme.v6i2.38931
  7. Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). the Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
  8. 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), 58. https://doi.org/10.26858/je3s.v1i2.18635
  9. Dinova, S., & Suharyati. (2023). Pengaruh Live Streaming Shopping dan Flash Sale Terhadap Pembelian Implusif Pengguna Shopee di Kecamatan Jatinegara. Journal Of Young Entrepreneurs, 2(4), 88–102.
  10. Faliha Utama, N., Surya Santosa, N., Honesta, J., Sharon Yong Sonbai, J., Lesley Koesnadi, V., Jonathan, E., Arthur Marcia, F., & Yulia Ningsih, R. (2024). Pengaruh E-Commerce Terhadap Perilaku Impulsive Buying pada Generazi Z. Jurnal Manajemen Dan Pemasaran Digital (JMPD), 2(3), 218–226. https://doi.org/10.38035/jmpd.v2i3.194
  11. Farezza, Wahyuningsih, A. (2022). Economics and Business Faculty of Tadulako University. 4(3), 57–69.
  12. Ferdinand, A. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk skripsi, Tesis dan Disertai Ilmu Manajemen.
  13. Ghozali. (2018). Aplikasi Analisis Multivariate denga Program SPSS 25.
  14. Hendrianto, A., & Kusdiyanto, K. (2025). Pengaruh Diskon dan Gratis Ongkir terhadap Keputusan Pembelian pada E-Commerce Lazada Indonesia ( The Influence of Discounts and Free Shipping on Purchase Decisions on Lazada Indonesia E-Commerce ). 4(2), 231–241. https://doi.org/10.35912/sakman.v4i2.3673
  15. Irrawati, M. D., Isa, M., Surakarta, U. M., & Tengah, J. (2025). Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi ( The Influence of Influencer Marketing and Live Streaming on Skintific Purchasing Behavior in TikTok Shop. 4(2), 275–288. https://doi.org/10.35912/sakman.v4i2.3770
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  25. Pasaribu, F., Bulan, T. R. N., Muzakir, & Pratama, K. (2021). Impact Of Strategic Leadership And Organizational Innovation On The Strategic Management: Mediational Role Of It Capability. Polish Journal Of Management Studies, 24(2), 354–369. https://doi.org/10.17512/pjms.2021.24.2.22
  26. Rombe, E., & Hadi, S. (2022). The Impact Of Supply Chain Capability And Supply Chain Performance On Marketing Performance Of Retail Sectors. Uncertain Supply Chain Management, 10(2), 593–600. Https://Doi.Org/10.5267/J.Uscm.2021.11.005
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