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What is TikTok Discounts and Gen Z Impulse Buying about?

This study examines the effect of discounts during livestream sales on TikTok on impulse purchases by Generation Z in Indonesia. The study involved 220 Indonesian respondents and used structural equation modeling to analyze the data. The results showed that discounts during livestreams had a positive and significant effect on Generation Z impulse purchases. Discounts also had a positive and significant effect on positive emotions. Positive emotions indirectly influenced the relationship between discounts an

Author

Shidiq Fadillah

Language

EN