Pengaruh Live Streaming Dan Flash Sale Terhadap Impulse Buying Melalui Positive Emotion Sebagai Mediasi Pada Gen Z Pengguna Shopee

Abstract

The growth of e-commerce in Indonesia has driven changes in consumer behaviour, particularly among Gen Z, who actively use promotional features such as live streaming and flash sales. This study aims to analyse the influence of live streaming and flash sales on impulse buying, with positive emotion as a mediating variable among Shopee users aged 18–25 years. The method used is a quantitative approach through a survey of 120 respondents and analysed using SmartPLS 4. The results show that live streaming and flash sales significantly influence positive emotion, but do not have a direct or indirect effect on impulse buying. These findings indicate that while promotions can evoke positive emotions, they are not strong enough to drive impulse buying among Gen Z, who tend to be more rational.