Is it true that live streaming and flash sale promotion will influence young people purchasing decisions?

Firmansyah, Fani, Purnamasari, Puji Endah ORCID: https://orcid.org/0000-0002-3727-6639 and Farida, Lailatul (2025) Is it true that live streaming and flash sale promotion will influence young people purchasing decisions? International Journal of Social Science and Human Research, 8 (8). pp. 5827-5832. ISSN 26440679

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Abstract

The high level of internet usage has the potential to create opportunities for businesses through internet access. This study aims to determine whether live streaming and flash sale promotions can influence the purchasing decisions of young people. This research is quantitative. The population in this study were university students in Malang. The sample size was 168. Data analysis in this study was conducted using multiple linear regression analysis. The results showed that live streaming and flash sale promotions did not significantly influence purchasing decisions. This suggests that online purchasing decisions are not directly influenced by live streaming and flash sale promotions.

Item Type:	Journal Article
Keywords:	live streaming; flash sale promotion; purchase decision
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Puji endah Purnamasari
Date Deposited:	25 Nov 2025 10:47

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