Dinamika Pengambilan Keputusan Konsumen Gen Z dalam Transaksi Live Shopping di TikTok Shop

Abstract

This study aims to analyze the decision-making dynamics of Generation Z consumers within the context of live shopping transactions on the TikTok Shop platform. The live shopping phenomenon has shifted the shopping paradigm from mere necessity fulfillment to an entertainment experience (shoppertainment). Using a descriptive qualitative approach, this research explores how real-time interactivity, the host's role, and social influence affect the cognitive and affective processes of young consumers. Data were collected through in-depth interviews with ten Generation Z informants who are active on TikTok Shop, along with participatory observations of live streaming sessions. The results indicate that the Gen Z decision-making process is no longer linear but is highly influenced by emotional triggers and social proof. The TikTok algorithm and urgency features (limited discounts/low stock) are proven to trigger impulsive buying behavior. This study concludes that visual transparency and two-way interaction are key to building instant trust, which ultimately shortens the consumer's consideration cycle before checking out.