The Influence Of Live Streaming And Product Superiority On Purchasing Decisions For Scarlett Products Among Gen Z In Payakumbuh City

Yayang Saputra

doi:10.63922/ijebir.v5i05.6351

Yayang Saputra Master of Management Science, Universitas Negeri Padang, Padang, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6351

Keywords: Live Streaming, Product Superiority, Purchasing Decisions, Scarlett, Generation Z, Payakumbuh City

Abstract

The growth of social commerce has changed how consumers obtain product information and form purchasing decisions. Live streaming provides a real-time channel through which product information, demonstrations, responses to questions, and persuasive communication are delivered in a single shopping environment. For beauty products, perceived product superiority may operate alongside the quality of live communication because consumers evaluate whether a product offers useful benefits, distinctive characteristics, reliable performance, and competitive value. This study examines the influence of live streaming and product superiority on purchasing decisions for Scarlett products among Generation Z consumers in Payakumbuh City. A quantitative approach was applied with 100 respondents determined using the Cochran formula. Live streaming was operationalized through interactivity, information clarity, responsiveness, and host attractiveness. Product superiority was assessed through product quality, benefit superiority, product uniqueness, product reliability, and product competitiveness. Purchasing decisions were represented by need recognition, information search, alternative evaluation, and repurchase. The analysis used multiple linear regression and the tests available in the research data, namely the normality test, multicollinearity test, partial t-test, simultaneous F-test, and coefficient of determination. The regression results show that live streaming has a positive and significant effect on purchasing decisions, with an unstandardized coefficient of 0.780 and a significance value of 0.000. Product superiority also has a positive and significant effect, with a coefficient of 0.673 and a significance value of 0.000. The simultaneous test reports an F value of 52.828 with a significance value of 0.000. The model has R = 0.789 and R² = 0.761, indicating that 76.1 percent of purchasing-decision variation is explained by the two predictors. The findings position interactive live shopping and perceived product superiority as relevant determinants of Scarlett purchasing decisions among Generation Z consumers in Payakumbuh City.

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