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The Effect of TikTok Live Shopping During Leisure Time on Generation Z’s Purchase Decisions in Bandung
Abstract
Live shopping on the TikTok platform has grown rapidly and become part of Generation Z’s leisure time activities, combining entertainment, social interaction, and product exploration. This study aims to analyze the effect of TikTok leisure-time live shopping on the purchase decisions of Generation Z in Bandung. The research employed a descriptive quantitative approach using a survey method with 120 respondents who are active TikTok users aged 18–35 years. Data were collected through a five-point Likert scale questionnaire and analyzed using validity and reliability tests, descriptive analysis, as well as bivariate and multiple regression analyses. The results indicate a high level of viewing engagement, with 65% of respondents watching live shopping 4–7 days per week, yet the actual purchase frequency was relatively low. Community viewer interaction also demonstrated a more dominant influence. The findings reveal that an excessive emphasis on host expertise negatively affects purchase intentions. The study concludes that the leisure time context strengthens the social influence and emotional engagement of Generation Z in purchase decision-making, although it does not always result in immediate purchases.
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DOI: https://doi.org/10.17509/manajerial.v25i1.94833
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