The Impact of Shopee PayLater Feature Usage and Financial Literacy on Consumptive Behavior among Generation Z
Keywords:
Live Streaming; Content Marketing; Product Bundling; Purchase Intention,
Abstract
Shopping through TikTok has reshaped how people look at and decide on beauty products. Brands can no longer rely on one tactic alone; they have to blend promotion that happens in real time, content that people actually want to watch, and offers that feel worth the money. This study looks at whether live streaming, content marketing, and product bundling, taken one by one and together, shape the intention to buy Wardah products on TikTok. We used a quantitative design and gathered answers from 100 TikTok users through a questionnaire on a five-point Likert scale, with respondents chosen by accidental sampling. Multiple linear regression was then used to test the data. Each of the three variables turned out to have a positive and significant effect on purchase intention, and the three of them together were also significant, with an Adjusted R2 of 0.729. Product bundling carried the most weight, ahead of live streaming and content marketing. In practical terms, digital marketing on TikTok does push people closer to buying. For Wardah, the clearest lesson is to offer more bundle packages, which can support upselling and lift buying interest among consumers who now shop mostly online.
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Rahmawati, I., Sa’adah, L., & Musyafa’ah, L. (2023). Pengaruh Live Streaming Selling, Review Product, dan Discount terhadap Minat Beli Konsumen pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80-93. https://doi.org/10.30587/jre.v6i2.5956
Rosniati, R., Heriyadi, H., Afifah, N., Pebrianti, W., & Setiawan, H. (2023). The Influence of Live Streaming Shopping, Online Customer Reviews, and Affiliate Marketing on Impulse Buying through Customer Trust in E-Commerce Shopee. International Journal of Applied Finance and Business Studies, 11(3), 460-472. https://doi.org/10.35335/ijafibs.v11i3.171
Sary, A. L. P., Beny, S. M., & Syahputra, E. (2025). The Influence of Product Bundling and Live Streaming on the Purchase Intention of Somethinc Products on Gen Z in Kediri City with Influencer as a Moderating Variable. Jurnal Ilmu Sosial Mamangan, 12(3), 1385-1396. https://doi.org/10.22202/mamangan.12i3.6303
Song, C., & Liu, Y. L. (2021). The Effect of Live-Streaming Shopping on the Consumer’s Perceived Risk and Purchase Intention in China. In 23rd Biennial Conference of the International Telecommunications Society (ITS). https://doi.org/10.2139/ssrn.3792811
Stremersch, S., & Tellis, G. J. (2002). Strategic Bundling of Products and Prices: A New Synthesis for Marketing. Journal of Marketing, 66(1), 55-72. https://doi.org/10.1509/jmkg.66.1.55.18455
Ummah, H. F., & Fikriyah, K. (2024). Pengaruh Halal Lifestyle dan Product Bundling terhadap Minat Beli Ulang dengan Mediasi Keputusan Pembelian pada Produk Skincare Halal (Studi Kasus Masyarakat Muslim di Jawa Timur). Jurnal Ekonomika dan Bisnis Islam, 7(2), 189-206. https://doi.org/10.26740/jekobi.v7n2.p189-106
Ardani, W. (2022). Pengaruh Digital Marketing terhadap Perilaku Konsumen. Jurnal Tadbir Peradaban, 2(1), 40-47. https://doi.org/10.55182/jtp.v2i1.102
Chen, Y. F., Lu, F. Y., & Zheng, S. Y. (2020). A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, 12(4), 48-62. https://doi.org/10.5539/ijms.v12n4p48
Elviana, P., Hildayanti, S. K., & Lazuarni, S. (2024). Pengaruh Fear of Missing Out, Live Streaming dan Flash Sale terhadap Minat Beli Konsumen pada Produk Kecantikan Impor di E-Commerce. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 10(2), 1318-1329. https://doi.org/10.35870/jemsi.v10i2.2311
Fadhliyah, P. N., Febriansah, R. E., & Hariasih, M. (2026). Pengaruh Online Marketing, Content Creator dan Produk Bundling terhadap Minat Beli Produk Somethinc. Jurnal Akuntansi dan Manajemen, 23(1), 85-98. https://doi.org/10.36406/jam.v23i1.325
Ferdinand, A. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen (5th ed.). Badan Penerbit Universitas Diponegoro.
Hajar, S., Mulyono, L. E. H., & Athar, H. S. (2023). The Influence of Shopaholic Behavior, Content Marketing, and Self Reward on Impulse Buying in E-Commerce Users among Millennial Consumers in Indonesia. International Journal of Innovative Science and Research Technology, 8(11), 77-82. https://doi.org/10.5281/zenodo.10110156
Hasanah, F., & Sudarwanto, T. (2023). Pengaruh Content Marketing dan Electronic Word of Mouth (E-WOM) Aplikasi TikTok terhadap Impulse Buying Produk Fashion pada Generasi Z di Kota Surabaya. Jurnal Ilmiah Wahana Pendidikan, 9(21), 348-360. https://doi.org/10.5281/zenodo.10077108
Kurniawan, R. A., & Nugroho, R. H. (2024). Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulse Buying pada Pengguna Aplikasi TikTok Shop di Surabaya: Studi pada Pengguna Tahun 2022-2023. Reslaj: Religion Education Social Laa Roiba Journal, 6(4), 2367-2379. https://doi.org/10.47476/reslaj.v6i4.1319
Milhinhos, P. R. V. (2015). The Impact of Content Marketing on Attitudes and Purchase Intentions of Online Shoppers: The Case of Videos & Tutorials and User-Generated Content [Master's thesis, Fundação Getulio Vargas]. http://hdl.handle.net/10438/16054
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How Social Presence Influences Impulse Buying Behavior in Live Streaming Commerce? The Role of S-O-R Theory. International Journal of Web Information Systems, 17(4), 300-320. https://doi.org/10.1108/IJWIS-02-2021-0012
Permana, E., Nury, N., Oktavia, S., & Firdaus, R. Z. (2025). Pemanfaatan TikTok sebagai Media Pemasaran Brand Fashion Arkline untuk Menarik Konsumen Gen Z. Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi, 3(2), 350-364. https://doi.org/10.61132/anggaran.v3i2.1472
Permata Sukma, I., & Siregar, S. (2024). Pengaruh Sales Promotion dan Live Streaming Shopping terhadap Impulse Buying (Studi pada Generasi Z Pengguna Shopee di Kabupaten Bekasi). Innovative: Journal of Social Science Research, 4(3), 11426-11439. https://doi.org/10.31004/innovative.v4i3.11621
Potgieter, L. M., & Naidoo, R. (2017). Factors Explaining User Loyalty in a Social Media-Based Brand Community. South African Journal of Information Management, 19(1), Article a744. https://doi.org/10.4102/sajim.v19i1.744
Putra, A., Puspita, V., & Safrianti, S. (2024). Pengaruh Live Streaming, Content Marketing dan Online Customer Review terhadap Keputusan Pembelian pada TikTok Shop di Kota Bengkulu. JMB: Jurnal Manajemen dan Bisnis, 13(2), 133-142. https://doi.org/10.31000/jmb.v13i2.12021
Putri, L., & Wandebori, H. (2016). Factors Influencing Cosmetics Purchase Intention in Indonesia Based on Online Review. In International Conference on Ethics of Business, Economics, and Social Science (pp. 255-263).
Putri, M. K., & Dermawan, R. (2023). Influence of Content Marketing and Influencer Marketing on the Purchase Intention of Somethinc Products on TikTok Gen Z Users in Surabaya. Indonesian Journal of Business Analytics, 3(5), 1663-1672. https://doi.org/10.55927/ijba.v3i5.5437
Rahmawati, I., Sa’adah, L., & Musyafa’ah, L. (2023). Pengaruh Live Streaming Selling, Review Product, dan Discount terhadap Minat Beli Konsumen pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, 6(2), 80-93. https://doi.org/10.30587/jre.v6i2.5956
Rosniati, R., Heriyadi, H., Afifah, N., Pebrianti, W., & Setiawan, H. (2023). The Influence of Live Streaming Shopping, Online Customer Reviews, and Affiliate Marketing on Impulse Buying through Customer Trust in E-Commerce Shopee. International Journal of Applied Finance and Business Studies, 11(3), 460-472. https://doi.org/10.35335/ijafibs.v11i3.171
Sary, A. L. P., Beny, S. M., & Syahputra, E. (2025). The Influence of Product Bundling and Live Streaming on the Purchase Intention of Somethinc Products on Gen Z in Kediri City with Influencer as a Moderating Variable. Jurnal Ilmu Sosial Mamangan, 12(3), 1385-1396. https://doi.org/10.22202/mamangan.12i3.6303
Song, C., & Liu, Y. L. (2021). The Effect of Live-Streaming Shopping on the Consumer’s Perceived Risk and Purchase Intention in China. In 23rd Biennial Conference of the International Telecommunications Society (ITS). https://doi.org/10.2139/ssrn.3792811
Stremersch, S., & Tellis, G. J. (2002). Strategic Bundling of Products and Prices: A New Synthesis for Marketing. Journal of Marketing, 66(1), 55-72. https://doi.org/10.1509/jmkg.66.1.55.18455
Ummah, H. F., & Fikriyah, K. (2024). Pengaruh Halal Lifestyle dan Product Bundling terhadap Minat Beli Ulang dengan Mediasi Keputusan Pembelian pada Produk Skincare Halal (Studi Kasus Masyarakat Muslim di Jawa Timur). Jurnal Ekonomika dan Bisnis Islam, 7(2), 189-206. https://doi.org/10.26740/jekobi.v7n2.p189-106
Published
2026-10-30
How to Cite
Sephia Rilla Alyussa, & Heni Susilowati. (2026). The Impact of Shopee PayLater Feature Usage and Financial Literacy on Consumptive Behavior among Generation Z . International Journal of Economics, Business and Innovation Research, 5(06), 2295-2308. https://doi.org/10.63922/ijebir.v5i06.7255
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