Dari Siaran Langsung Ke Keputusan Beli: Peran Perceived Value Dan Pengalaman Pengguna Dalam Live Shopping Tiktok Pada Gen Z Di Surakarta

This research endeavor seeks to investigate the impact of live shopping on the purchasing behaviors of Generation Z within Surakarta, with a particular emphasis on the mediating roles of perceived value and user experience. The study employed a quantitative methodology, utilizing a survey of 120 Generation Z participants who have engaged in shopping through the live shopping functionality of TikTok. Data were amassed through the distribution of questionnaires and subsequently analyzed employing Partial Least Squares Structural Equation Modeling (PLS-SEM) utilizing SmartPLS software. The findings reveal that live shopping exerts a positive and statistically significant influence on purchasing decisions as well as on user experience, while perceived value is positively correlated with purchasing decisions. Furthermore, user experience and perceived value were identified as mediating factors in the nexus between live shopping and purchasing decisions. These results underscore that an interactive, responsive, and value-enhancing live shopping strategy significantly improves consumer experience and propels purchasing decisions