THE EFFECT OF LIVE STREAMING, FLASH SALE, AND SHORT VIDEO MARKETING ON PURCHASE INTENTION OF TWO WAY CAKE PRODUCTS FROM THE OH MY GLAM BRAND ON TIKTOK SHOP AMONG GENERATION Z IN SURABAYA

Abstract

This study aims to analyze the influence of live streaming, flash sale, and short video marketing on the purchase intention of Oh My Glam two way cake products on TikTok Shop among Generation Z consumers in Surabaya. This research used a quantitative approach with a causal associative research design. The sample consisted of 97 respondents, namely female Generation Z consumers aged 14–29 years who lived or were active in Surabaya, actively used TikTok, and had seen Oh My Glam product marketing content on TikTok Shop. Data were collected through an online questionnaire using Google Form with a Likert scale. The data were analyzed using multiple linear regression with the assistance of SPSS version 27. The results show that partially, live streaming has a positive but insignificant effect on purchase intention, with a significance value of 0.208. Flash sale has a positive and significant effect on purchase intention, with a significance value of 0.003. Short video marketing also has a positive and significant effect on purchase intention, with a significance value of ≤0.001. Simultaneously, live streaming, flash sale, and short video marketing have a significant effect on purchase intention, with an F value of 122.255 and a significance value of ≤0.001. The R Square value of 0.798 indicates that the three independent variables explain 79.8% of purchase intention, while the remaining 20.2% is influenced by other variables outside this study.