Exploring the Interactive Marketing Strategies on Gen Z’s Buying Decisions in Social Commerce

Nifta Dwi Ramadani; Wilma Cordelia Izaak

doi:10.55927/eajmr.v4i6.211

Authors

Nifta Dwi Ramadani Universitas Pembangunan Nasional “Veteran” Jawa Timur
Wilma Cordelia Izaak Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/eajmr.v4i6.211

Keywords:

Consumer Preference, Live Streaming, Purchase Decision, Scarcity Promotion

Abstract

This study examines the impact of real-time interaction via live streaming, scarcity promotion, and consumer preferences on the purchase decisions of hijab products among TikTok users. Using a quantitative method with 110 purposively selected respondents, data were collected through online questionnaires and analyzed using SEM-PLS. The results show that real-time interaction and consumer preferences significantly affect purchase decisions, while scarcity promotion has no significant influence. These findings suggest that TikTok sellers should focus on interactive and informative live streaming to build consumer trust and align products with consumer preferences. Scarcity-based tactics should be reconsidered, especially for audiences less influenced by urgency-driven promotions.

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