The Effect Of Flash Sales , Free Shipping, And Live Streaming Tiktok On Purchasing Decisions Generation Z Fashion
Keywords:
Flash Sale, Free Shipping, TikTok Live Streaming, TikTok Shop Purchase Decision
Abstract
This study dives into the digital shopping carts of Generation Z in Teriti Village, Sumay District, to uncover what truly drives their fashion purchases on TikTok Shop. Specifically, we explore the magnetic pull of Flash Sales, Free Shipping, and TikTok Live Streaming. Driven by a quantitative approach, the research engaged 160 Gen Z respondents out of a local population of 266. To gather the data, we deployed purposive sampling through targeted questionnaires and Google Forms. The findings reveal a fascinating narrative about modern buyer behavior: the urgency of a Flash Sale and the undeniable perk of Free Shipping both significantly fuel purchasing decisions, each boasting a strong positive influence (significance value of 0.000 < 0.05). However, in an unexpected twist, the real-time buzz of TikTok Live Streaming falls flat, showing absolutely no impact on whether these consumers hit the "buy" button (significance value of 0.293 > 0.05). The ultimate takeaway, while flashy discounts and waived shipping fees are fantastic tools in a marketer's arsenal, sellers need to dig deeper. To hit the bullseye and truly maximize sales, brands must pivot their focus toward more personalized, consumer-specific factors that resonate on an individual level.
References
Aprilia, A., Solekhah, Y., & Sulton, M. (2025). The Influence of Flash Sales, Free Shipping, and Live Streaming on Purchasing Decisions (A Study of TikTokShop Users in Lamongan Regency) . 9 (1), 42–53. https://doi.org/10.52362/jisamar.v9i1.1701
Asmirani, S., Wulan, MN, Nursari, A., Setiyarini, EY, & Pratama, RH (2025). The Role of TikTok Live Streaming in Increasing Consumer Purchasing Power and Enhancing Online Shop Sales . 4 (4), 1390–1399.
Azzahra, CZ, & Lestari, T. (2026). The Effect of Live Streaming Interaction and Price Discounts on Purchase Interest among E-Commerce Consumers in the West Jakarta Region, TikTok Shop . 2 (2).
Buana, T., Dewi, T., Wijaya, D., & Ilyas, F. (2024). THE EFFECT OF FREE SHIPPING AND FLASH SALE SKINCARE IN TIKTOK SHOP ON GRADE XI OTKP STUDENTS OF SMK CENGKARENG 1. 5 ( 2), 1–11.
Dewi, F., Soleh, A., & Febliansyah, R. (2024). The Influence of Live Streaming and Flash Sale on Impulse Buying Among Shopee App Users in Bengkulu City . 1 (2), 81–90.
Dila, PU, Putri, DE, & Ermawati, E. (2025). The Influence of Live Streaming, Celebrity Endorsement, and Flash Sale on Impulse Buying of Cosmetic Products by TikTok Shop Users . 5 (3), 36891–36897.
Edo Indrawan Purwoko, et al. (2025). THE EFFECT OF SHOPEE FLASH SALE PROMOTIONS AND FREE SHIPPING ON PURCHASING DECISIONS OF GEN Z IN SALATIGA CITY 1). Business & Management Bulletin , 11 (01), 32–44. https://journal.uyr.ac.id/index.php/BBM/article/view/731
Haryani, H., Salsabila, C., & Cahayati, N. (nd). The Effect of Flash Sale Discounts and Free Shipping on Customer Decisions in Making Purchases on the Shopee Marketplace . 4 (2), 98–106.
Ibrahim, M. (2024). The Influence of TikTok Live Streaming and Free Shipping on Erigo Product Purchase Decisions in Samarinda City . 4 , 9622–9634.
Aprilia, A., Solekhah, Y., & Sulton, M. (2025). The Influence of Flash Sales, Free Shipping, and Live Streaming on Purchasing Decisions (A Study of TikTokShop Users in Lamongan Regency) . 9 (1), 42–53. https://doi.org/10.52362/jisamar.v9i1.1701
Asmirani, S., Wulan, MN, Nursari, A., Setiyarini, EY, & Pratama, RH (2025). The Role of TikTok Live Streaming in Increasing Consumer Purchasing Power and Enhancing Online Shop Sales . 4 (4), 1390–1399.
Azzahra, CZ, & Lestari, T. (2026). The Effect of Live Streaming Interaction and Price Discounts on Purchase Interest among E-Commerce Consumers in the West Jakarta Region, TikTok Shop . 2 (2).
Buana, T., Dewi, T., Wijaya, D., & Ilyas, F. (2024). THE EFFECT OF FREE SHIPPING AND FLASH SALE SKINCARE IN TIKTOK SHOP ON GRADE XI OTKP STUDENTS OF SMK CENGKARENG 1. 5 ( 2), 1–11.
Dewi, F., Soleh, A., & Febliansyah, R. (2024). The Influence of Live Streaming and Flash Sale on Impulse Buying Among Shopee App Users in Bengkulu City . 1 (2), 81–90.
Dila, PU, Putri, DE, & Ermawati, E. (2025). The Influence of Live Streaming, Celebrity Endorsement, and Flash Sale on Impulse Buying of Cosmetic Products by TikTok Shop Users . 5 (3), 36891–36897.
Edo Indrawan Purwoko, et al. (2025). THE EFFECT OF SHOPEE FLASH SALE PROMOTIONS AND FREE SHIPPING ON PURCHASING DECISIONS OF GEN Z IN SALATIGA CITY 1). Business & Management Bulletin , 11 (01), 32–44. https://journal.uyr.ac.id/index.php/BBM/article/view/731
Haryani, H., Salsabila, C., & Cahayati, N. (nd). The Effect of Flash Sale Discounts and Free Shipping on Customer Decisions in Making Purchases on the Shopee Marketplace . 4 (2), 98–106.
Ibrahim, M. (2024). The Influence of TikTok Live Streaming and Free Shipping on Erigo Product Purchase Decisions in Samarinda City . 4 , 9622–9634.
Juliati, E. et al. (2025). The Role of Influencers, Live Streaming Features, and Electronic Word of Mouth on Cosmetic Product Purchasing Decisions on the TikTok Shop Application (Case Study of Career Women in Pulau Punjung District). Dewantara Management Journal , 9 (3), 1–11. Influencers, Live Streaming, Electronic Word of Mouth, and Purchasing Decisions
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Kinanti, AP, Karimah, AD, & Fahra, CA (2024). TikTok Live Shopping from the Perspective of Sharia Economics and Market Sustainability . January , 29–46.
Lestari, M., Purwanto, K., Putri, DE, & Ferdinal, A. (2023). The Effect of Advertising Disclosure Language and Celebrity Endorsement on Tiktok on Purchasing Decisions for Fashion Outfit Products. International Journal of Advanced Multidisciplinary, 2(2), 627-636.
Leriyan, VA, Listyawati, IH, Murtini, M., & Cahyono, E. (2025). The Influence of Live Streaming, Flash Sale, and Free Shipping on Purchase Decisions of Shopee Users . 2 , 14–22.
Manurung, E., Kartikowati, S., Studi, P., Ekonomi, P., Pendidikan, J., Pengetahuan, I., Riau, U., Pekanbaru, K., Riau, P., & Manurung, E. (2024). The Effect of Flash Sale on Impulsive Buying Behavior Through the E-Commerce Application Shhopee on Students of the PPIPS Department of FKIP, Riau University . 3 (1), 88–93.
Miranda, V., Budiarti, E., & Surabaya, K. (2025). LIVE STREAMING, VIDEO REELS AND FLASH SALE TO ENCOURAGE PURCHASE DECISIONS AT THE ONLINE SHOP AMIRA.CO IN SURABAYA CITY . 5 (1), 315–333.
Moudyla, MR, Sukartono, S., & Suryono, I. (2025). The Effect of Live Streaming and Flash Sale on Impulsive Buying Behavior on TikTok Shop Through Positive Emotion as a Moderating Variable (A Study on Generation Z in North Jakarta) . 7 (6), 4747–4759.
Mus, AR, Mahmud, A., & Indonesia, UM (2025). The Effect of Flash Sale and Free Shipping on Purchasing Decisions on the E-Commerce TikTok Shop . 5 , 8282–8296.
Nawangsari, S., & Putri, RD (2025). THE EFFECT OF LIVE STREAMING SHOPPING, FREE SHIPPING PROMOTION, PRICE AND PRODUCT QUALITY ON PURCHASE DECISIONS IN E-COMMERCE Keywords: Live Streaming Shopping, Free Shipping Promo . 4 (2), 51–58.
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Rahmawati, S., Widyaningsih, D., & Andrianan, M. (2026). The Effect of Flash Sale and Affiliate Marketing TikTok Shop on Impulsive Purchases in Students of the University of Computer Science and Technology (STEKOM) Siliwangi . September 2025 .
Sugiyono. (2023). Qualitative quantitative research methods and R&D .
Tjiptono. (2019). MARKETING MANAGEMENT STRATEGY .
Valentina, F., Sutianingsih, S., Nurbaiti, AD, & Putri, P. (2024). Live Streaming Strategy, Content Marketing, and Online Customer Reviews to Optimize Consumer Purchasing Decisions . 1 (1).
Wahyuning, R., & Handayani, M. (2023). Pengaruh Live Streaming terhadap Customer Churn pada Tiktok Shop : A Stimulus-Organism-Response Framework. 1(2), 222–230.
Asmirani, S., Wulan, MN, Nursari, A., Setiyarini, EY, & Pratama, RH (2025). The Role of TikTok Live Streaming in Increasing Consumer Purchasing Power and Enhancing Online Shop Sales . 4 (4), 1390–1399.
Azzahra, CZ, & Lestari, T. (2026). The Effect of Live Streaming Interaction and Price Discounts on Purchase Interest among E-Commerce Consumers in the West Jakarta Region, TikTok Shop . 2 (2).
Buana, T., Dewi, T., Wijaya, D., & Ilyas, F. (2024). THE EFFECT OF FREE SHIPPING AND FLASH SALE SKINCARE IN TIKTOK SHOP ON GRADE XI OTKP STUDENTS OF SMK CENGKARENG 1. 5 ( 2), 1–11.
Dewi, F., Soleh, A., & Febliansyah, R. (2024). The Influence of Live Streaming and Flash Sale on Impulse Buying Among Shopee App Users in Bengkulu City . 1 (2), 81–90.
Dila, PU, Putri, DE, & Ermawati, E. (2025). The Influence of Live Streaming, Celebrity Endorsement, and Flash Sale on Impulse Buying of Cosmetic Products by TikTok Shop Users . 5 (3), 36891–36897.
Edo Indrawan Purwoko, et al. (2025). THE EFFECT OF SHOPEE FLASH SALE PROMOTIONS AND FREE SHIPPING ON PURCHASING DECISIONS OF GEN Z IN SALATIGA CITY 1). Business & Management Bulletin , 11 (01), 32–44. https://journal.uyr.ac.id/index.php/BBM/article/view/731
Haryani, H., Salsabila, C., & Cahayati, N. (nd). The Effect of Flash Sale Discounts and Free Shipping on Customer Decisions in Making Purchases on the Shopee Marketplace . 4 (2), 98–106.
Ibrahim, M. (2024). The Influence of TikTok Live Streaming and Free Shipping on Erigo Product Purchase Decisions in Samarinda City . 4 , 9622–9634.
Aprilia, A., Solekhah, Y., & Sulton, M. (2025). The Influence of Flash Sales, Free Shipping, and Live Streaming on Purchasing Decisions (A Study of TikTokShop Users in Lamongan Regency) . 9 (1), 42–53. https://doi.org/10.52362/jisamar.v9i1.1701
Asmirani, S., Wulan, MN, Nursari, A., Setiyarini, EY, & Pratama, RH (2025). The Role of TikTok Live Streaming in Increasing Consumer Purchasing Power and Enhancing Online Shop Sales . 4 (4), 1390–1399.
Azzahra, CZ, & Lestari, T. (2026). The Effect of Live Streaming Interaction and Price Discounts on Purchase Interest among E-Commerce Consumers in the West Jakarta Region, TikTok Shop . 2 (2).
Buana, T., Dewi, T., Wijaya, D., & Ilyas, F. (2024). THE EFFECT OF FREE SHIPPING AND FLASH SALE SKINCARE IN TIKTOK SHOP ON GRADE XI OTKP STUDENTS OF SMK CENGKARENG 1. 5 ( 2), 1–11.
Dewi, F., Soleh, A., & Febliansyah, R. (2024). The Influence of Live Streaming and Flash Sale on Impulse Buying Among Shopee App Users in Bengkulu City . 1 (2), 81–90.
Dila, PU, Putri, DE, & Ermawati, E. (2025). The Influence of Live Streaming, Celebrity Endorsement, and Flash Sale on Impulse Buying of Cosmetic Products by TikTok Shop Users . 5 (3), 36891–36897.
Edo Indrawan Purwoko, et al. (2025). THE EFFECT OF SHOPEE FLASH SALE PROMOTIONS AND FREE SHIPPING ON PURCHASING DECISIONS OF GEN Z IN SALATIGA CITY 1). Business & Management Bulletin , 11 (01), 32–44. https://journal.uyr.ac.id/index.php/BBM/article/view/731
Haryani, H., Salsabila, C., & Cahayati, N. (nd). The Effect of Flash Sale Discounts and Free Shipping on Customer Decisions in Making Purchases on the Shopee Marketplace . 4 (2), 98–106.
Ibrahim, M. (2024). The Influence of TikTok Live Streaming and Free Shipping on Erigo Product Purchase Decisions in Samarinda City . 4 , 9622–9634.
Juliati, E. et al. (2025). The Role of Influencers, Live Streaming Features, and Electronic Word of Mouth on Cosmetic Product Purchasing Decisions on the TikTok Shop Application (Case Study of Career Women in Pulau Punjung District). Dewantara Management Journal , 9 (3), 1–11. Influencers, Live Streaming, Electronic Word of Mouth, and Purchasing Decisions
Keller, Philip Kotler Kevin Lane. (2016). marketing management .
Kinanti, AP, Karimah, AD, & Fahra, CA (2024). TikTok Live Shopping from the Perspective of Sharia Economics and Market Sustainability . January , 29–46.
Lestari, M., Purwanto, K., Putri, DE, & Ferdinal, A. (2023). The Effect of Advertising Disclosure Language and Celebrity Endorsement on Tiktok on Purchasing Decisions for Fashion Outfit Products. International Journal of Advanced Multidisciplinary, 2(2), 627-636.
Leriyan, VA, Listyawati, IH, Murtini, M., & Cahyono, E. (2025). The Influence of Live Streaming, Flash Sale, and Free Shipping on Purchase Decisions of Shopee Users . 2 , 14–22.
Manurung, E., Kartikowati, S., Studi, P., Ekonomi, P., Pendidikan, J., Pengetahuan, I., Riau, U., Pekanbaru, K., Riau, P., & Manurung, E. (2024). The Effect of Flash Sale on Impulsive Buying Behavior Through the E-Commerce Application Shhopee on Students of the PPIPS Department of FKIP, Riau University . 3 (1), 88–93.
Miranda, V., Budiarti, E., & Surabaya, K. (2025). LIVE STREAMING, VIDEO REELS AND FLASH SALE TO ENCOURAGE PURCHASE DECISIONS AT THE ONLINE SHOP AMIRA.CO IN SURABAYA CITY . 5 (1), 315–333.
Moudyla, MR, Sukartono, S., & Suryono, I. (2025). The Effect of Live Streaming and Flash Sale on Impulsive Buying Behavior on TikTok Shop Through Positive Emotion as a Moderating Variable (A Study on Generation Z in North Jakarta) . 7 (6), 4747–4759.
Mus, AR, Mahmud, A., & Indonesia, UM (2025). The Effect of Flash Sale and Free Shipping on Purchasing Decisions on the E-Commerce TikTok Shop . 5 , 8282–8296.
Nawangsari, S., & Putri, RD (2025). THE EFFECT OF LIVE STREAMING SHOPPING, FREE SHIPPING PROMOTION, PRICE AND PRODUCT QUALITY ON PURCHASE DECISIONS IN E-COMMERCE Keywords: Live Streaming Shopping, Free Shipping Promo . 4 (2), 51–58.
Philip Kolter, G. A. (2024). Principles of Marketing .
Rahmawati, S., Widyaningsih, D., & Andrianan, M. (2026). The Effect of Flash Sale and Affiliate Marketing TikTok Shop on Impulsive Purchases in Students of the University of Computer Science and Technology (STEKOM) Siliwangi . September 2025 .
Sugiyono. (2023). Qualitative quantitative research methods and R&D .
Tjiptono. (2019). MARKETING MANAGEMENT STRATEGY .
Valentina, F., Sutianingsih, S., Nurbaiti, AD, & Putri, P. (2024). Live Streaming Strategy, Content Marketing, and Online Customer Reviews to Optimize Consumer Purchasing Decisions . 1 (1).
Wahyuning, R., & Handayani, M. (2023). Pengaruh Live Streaming terhadap Customer Churn pada Tiktok Shop : A Stimulus-Organism-Response Framework. 1(2), 222–230.
Published
2026-08-20
How to Cite
Putri, A. M., Fenisi Resty, & Eka Ermawati. (2026). The Effect Of Flash Sales , Free Shipping, And Live Streaming Tiktok On Purchasing Decisions Generation Z Fashion. International Journal of Economics, Business and Innovation Research, 5(05), 1802-1820. https://doi.org/10.63922/ijebir.v5i05.6074
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