Jurnal Pendidikan dan Kewirausahaan p-ISSN: 2302-0008 e-ISSN: 2623-1964 DOI: https://doi.
org/10.
47668/pkwu.
Volume 14 Issue 1 2026 Pages 17 - 32 The Impact Of Social Commerce and Live-Streaming On Beauty Product Purchase Interests Among Gen Z Nindi Kamila Indawati1* .
Putri Nabilla Rasidi2 .
Ulin Nikmah3 .
Sandiyanto4 1234 STKIP PGRI Situbondo.
Indonesia Email korespondensasi*: nindikamila03@gmail.
Abstract: The development of digital technology has brought significant changes in consumer behavior, particularly the utilization of social commerce and live streaming features on social media platforms.
This study aims to examine the impact of social commerce and live streaming on purchase intentions for beauty products among Generation Z.
The method used is a Systematic Literature Review (SLR) with data sources from Google Scholar.
The selection process used inclusion and exclusion criteria to identify relevant scientific articles published between 2020 and 2025, resulting in 10 articles for descriptive analysis.
The results of the study indicate that social commerce and live streaming generally have a positive and significant effect on purchase intentions for Generation Z towards beauty Factors that strengthen this influence include interactivity, product visualization, host or influencer credibility, promotions, and customer reviews.
Thus, it can be concluded that digital marketing strategies based on social commerce and live streaming will be more effective if supported by efforts to build consumer trust through credible information and transparent reviews.
Keywords: Social Commerce.
Live Streaming.
Purchase Interest.
Beauty Products.
INTRODUCTION
In the era of increasingly advanced digital technology, the way people search for information, interact, and make purchases has changed.
People are increasingly finding it easier to meet their daily needs through smartphones.
Previously, smartphones were only used as communication tools, but now they have transformed into multifunctional devices.
Smartphones can be used for entertainment, education, work, and social activities today (Desy et al.
, 2.
One emerging phenomenon is social commerce, which is trading activities conducted through social media such as TikTok.
Instagram, and Facebook.
Social commerce can facilitate consumers' search for information, interaction, and transactions on a single Companies or sellers can directly interact with consumers through this platform, which also fosters brand loyalty and creates bonds around them (Rohmah et al.
, 2.
The platform also continues to change with technological advancements.
Observable changes in social media include the addition of features provided by platform developers.
(Agustina, 2.
One such feature is live-streaming commerce, a live-broadcast feature that allows sellers to demonstrate products and interact directly with consumers.
Live-streaming video is a widely used platform for promoting and interacting directly with consumers, and sellers can directly see the large number of viewers.
(Jurnal, 2.
The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Beauty products are one category that has been significantly impacted by growth through social commerce and live streaming.
These products, such as skincare, makeup, and body care, are well-suited to promotion through visual and interactive The primary consumers of beauty products are women, given that Indonesia's female population exceeds 141.
8 million.
According to the Ministry of Industry, the cosmetics industry is projected to grow by 3.
37% by 2025, with Indonesia having significant potential to become a key player.
The affordable prices of skincare brands available in Indonesia have fueled increased sales and public awareness of domestically produced skincare products.
An important indicator of digital marketing success is purchase intention.
Purchase intention is one of the stages in the consumer decision-making process that emerges in response to product offerings, including those facilitated by social commerce and live streaming.
Consumers will be more interested in purchasing a product if it is of good quality, has a comparable price, and offers attractive (Mlandingan, 2.
Successful digital marketing will trigger positive perceptions of the product, increase trust, and then encourage purchase intention.
(Amiri et al.
, 2.
When consumers shop via live streaming, they experience a pleasant mental state because they are more engaged and tend to have a positive attitude toward the product presented by the streamer.
This also influences consumer purchase intention.
(Maharani & Dirgantara, 2.
If consumers are satisfied with a product, they will also leave positive reviews, which can inspire other (Ladi et al.
, 2.
If consumer reviews are overwhelmingly positive, potential consumers' purchase intention will also be high.
This is a factor in consumer purchasing intentions for skincare products, especially for Generation Z.
Generation Z tends to trust recommendations from social media, influencers, and direct interactions because they are considered more convincing.
Visual content, real-time reviews, and two-way communication via live streaming can increase trust and interest in beauty products.
Therefore, it is important to examine the impact of social commerce and live streaming on Gen Z's purchase intention for beauty products to gain a deeper understanding of digital consumer behavior.
This article aims to systematically examine the impact of social commerce and live streaming on Gen Z's purchase intention for beauty products.
METHOD
This study uses a Systematic Literature Review (SLR) approach to identify and analyze empirical themes related to the impact of Social Commerce and Live Streaming on Generation Z's purchasing intentions.
A Literature Review is a discussion of theories, findings, and research articles to serve as a basis for research (Simatupang & Yuhertiana, 2.
The subject of this study was taken from the Google Scholar database, which is considered a broad source of information, and will then be processed using the Prisma method.
(Dia et al.
, 2.
Then, the data obtained will be analyzed for content to extract data relevant to the research Content analysis will be carried out by identifying themes in texts from various sources in literature studies, and these themes will then be re-analyzed to derive conclusions in accordance with the research objectives.
(Sarnoto et al.
, 2.
The Impact Of Social Commerce and Live-Streaming On Beauty ProductA The steps involved in implementing SLR are as follows: .
identifying articles using keywords, researchers collect data by searching for journal articles with the keywords AuSocial CommerceAy OR AuLive StreamingAy OR AuPurchase Interest:Ay OR AuBeauty ProductsAy in the Google Scholar database.
analyzing the frequency according to the variables studied.
selecting long texts based on inclusion and exclusion criteria.
analyzing the final articles.
These criteria include empirical articles that discuss the relationship between social commerce and/or live streaming and purchase interest, as well as responses from Generation Z or young consumers, especially regarding beauty products.
The data collection process involves documenting published articles.
(Jispendiora et al.
, 2.
Table 1.
Article Inclusion and Exclusion Criteria Aspect Publication Type Inclusion Scientific articles resulting from empirical research .
uantitative, qualitative, or mixed method.
Discussing social commerce and/or live streaming on purchasing interest Exclusion Conceptual articles, opinion pieces, editorials, or proceedings Article Language Purchase interest, purchase interest, purchase intention Articles published within the last 5 years .
0Ae2.
Indonesian or English Article Access Full text is accessible Variables not related to purchasing Article published outside the specified year range Languages other than Indonesian and English The article cannot be fully accessed.
Research Topics Research Variables Publication Year Does not address social commerce, live streaming, or purchasing interest After the articles were analyzed according to the keywords in the database (N=.
Articles excluded (N=.
Not relevant based on title Filtered (N = .
Articles defined from the google scholar data base .
10 Articles were included for analysis and interprtatin Figure 1.
Flowchart related to the Systematic Literature Review anchor Data analysis was conducted using a qualitative descriptive approach, grouping and comparing research topics to identify influencing and supporting factors and the The Impact Of Social Commerce and Live-Streaming On Beauty ProductA overall research findings.
The results were analyzed to determine the impact of social commerce and live streaming on Generation Z's purchasing habits.
RESULT AND DISCUSSION
RESULT
The first step taken by the researcher was to identify articles using Google Scholar with the keywords "Social Commerce" OR "Live Streaming" OR "Purchase Interest" OR "Beauty Products," and 675 articles appeared.
The researcher then analyzed the results by variable, namely Social Commerce.
Live Streaming, and Beauty Products, and obtained 20 relevant articles.
Next, the articles were excluded, and 10 irrelevant articles were identified.
the rest were included articles that met the criteria, such as those indicated in Table 1.
The final step was to analyze the selected articles.
After applying the inclusion criteria, 10 relevant articles were identified, which the researcher is currently examining.
These articles were analyzed in the following Table 2.
Results of Literature Review Analysis Researcher Name and Year of Research Author:
Shofa Qosidatul Ghautsiyyah Yayuk Sri Rahayu Year: 2025 Author: Rahmawati Aulia and Tyas Asih Surya Mentari Year: 2025 Title Method Analyzing Impact of Online Customer Reviews and Live Streaming Skin Care Purchase Decisions Based Purchase Intention The Influence of Instagram Social Commerce and Celebrity Endorsers Moisturizer Purchase Interest Female Students of the Makeup Beauty Study Program.
Faculty of PP UNP Quantitative Quantitative ( Ex post Facto ) Results The study's results indicate that live influence consumer purchase intentions, while detailed and credible customer reviews influence live broadcasts.
The results of the study indicate that Instagram commerce featuring celebrity endorser Tasya Farasya has a significant effect on The Originote moisturizer among female students in the Makeup and Beauty Study Program.
FPP UNP.
Partially.
Instagram social commerce is shown to have a The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Authors: Maulidya Adiffa Rahmadanti.
Imas Sukaesih.
Hani Hasanah Year: 2025 An Analysis of Flash Sale Promos.
E-Wom.
Live Streaming Impulsive Buying Camille Beauty Skincare Products TikTok Shop Quantitative significant effect on purchase interest, with a significance (<0.
, as does celebrity endorser Tasya Farasya, who also has a significant significance value of (<0.
Simultaneously, both variables have a substantial effect interest, evidenced by the calculated F value of 41.
832 and a significance of 000 (<0.
This that the use of Instagram commerce features and the credibility and attractiveness increase consumer trust, interest, and skincare products.
The results of this study indicate that Flash Sale Promo significant positive impulsive buying of Camille Beauty skincare products on the TikTok Shop, making this strategy The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Author: Asshafrada Putri Windakirana.
Samari.
Itot Bian Raharjo Year: 2025 The Influence of Fear of Missing Out (FOMO).
Live Streaming, and Price on Cosmetic Purchasing Decisions on ECommerce Among Gen Z Quantitative with the survey method Spontaneous.
EWOM
statistical strength was moderate, so its remained limited.
streaming did not significantly affect suggesting that this effectiveness needs to be assessed.
The variation in impulse buying, with an Rsquare of 0.
was influenced by factors not included in this study.
The results of this study show that of the three variables studied, only Live streaming and Price influenced Gen Z's Although high.
FOMO did not have a statistically Live streaming was shown to drive due to its interactive nature, while Price influential factor, as Gen The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Author:
Nurshahira Year: 2025 Abni The Impact of Social Commerce Beauty Product Sales Among Generation Z: A Case Study of Sales in TikTok Stores Quantitative discounts, and other Simultaneously, all Price being the Theoretically, these results confirm that a combination of technological, and Practically, companies should focus on attractive and optimize live streaming features as a promotional Although FOMO was not partially significant, an urgency-based approach can still be The results of the study show that TikTok Shop, has a significant influence on beauty product Generation Z.
Based data distributed to students of Padang State University, the level of interest of The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Author: Inas Fadilah Year: 2025 Content Marketing TikTok Affiliate.
Customer Reviews Live Streaming:
Increasing Interest in Buying Skincare Quantitative Generation Z in using TikTok Shop which indicates that the majority of respondents have a high interest in the This high influenced by the Generation Z, who are responsive to visual content, viral The results indicate Live Streaming feature has a positive and significant influence intention, with a significance value of 006, which is well below the critical limit of 0.
This finding confirms the strategic role of Live Streaming as an marketing medium consumer interest.
The success of Live Streaming intention can be attributed to its ability to create a real-time, allows users to The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Authors: Stella Poh.
Djohan Gunawan Hasan, and Krist Ade Sudiyono Year: 2024 The Power Of Social Commerce:
TikTok's Impact Gen Consumer Purchasing Behavior Quantitative interact with sellers.
The Live Streaming, urgency, have been proven to create deeper emotional marketing content The study's findings indicate that social media content and live streaming on TikTok significantly Generation behavior in the context of social The consumer attention influences interest, strongly influences These AIDA (AttentionAeInterestAe DesireAeActio.
model consistently operates in Gen Z behavior in social When The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Author:
Hermawan Year: 2024 Indra How TikTok Shop Drives Beauty Product Purchase Intentions Among Muslim Gen Z Women In Medan Quantitative obtain relevant and information, their desire to purchase a The results of the study indicate that features alone do influence Customer Trust or directly Purchase Intention.
Only Customer Trust shows a significant positive impact on Purchase Intention, highlighting trust as a crucial factor in The indirect effect of the Social Commerce Construct Purchase Intention through Customer Trust is also weak implementing social commerce features This study Customer Trust in increasing Purchase Intention on social platforms and by guiding businesses The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Author:
Andriani Year: 2025 Delvia The Influence of Social Media.
Celebrity Endorsements.
Scarlett Product Reviews on Generation Z's Purchase Interest on TikTok Shop Quantitative Authors: Kholiviand Rizqi Pratama.
Rini Rahayu Kurniati, and Rio Era Deka The Influence of Live Streaming.
Discounts.
Promotion Features on Interest in Buying Daviena Skincare Products on the E-Commerce TikTok Shop Quantitative Year: 2025 to prioritize trustbuilding strategies over simply adding The findings show that endorsements, and positively influence Generation Z's These utilizing integrated strategies to attract young consumers.
The found that social and online customer purchase intentions Scarlett Whitening products which is key to buyers on digital The results of the study indicate that have a positive and significant influence purchase intention Daviena Skincare products The Impact Of Social Commerce and Live-Streaming On Beauty ProductA on TikTok Shop, both partially and Live streaming can increase purchase intention through direct interactions that build consumer the product.
At the discounts serve as price incentives that attract attention and Promotions such as vouchers, cashback, and free shipping have also proven consumer interest.
Together, 8% of the purchase intention.
In contrast, 31.
2% is factors outside the study, with live promotions being the most influential consumer purchase Figure 2.
Distribution of Respondent Characteristics from the analyzed articles Figure 2.
Distribution of Respondent Characteristics from the analyzed articles Figure 2.
Distribution of Respondent Characteristics from the analyzed articles The Impact Of Social Commerce and Live-Streaming On Beauty ProductA Respondent Characteristics Number of Articles Mahasiswa Gen Z Umum Pelajar Figure 2.
Distribution of Respondent Characteristics from the analyzed articles Number of articles Methods in Literature Review Kuantitatif Kualitatif Mixed Metode Figure 3.
Distribution of Research Methods in Literature Review The percentage data from the author's article analysis is presented as a pie chart to compare the results.
Berpengaruh Positif terhadap Minat Beli Tidak Berpengaruh Signifikan Berpengaruh melalui Kepercayaan Konsumen Figure 4.
Pie chart of article review results Based on the articles analyzed, 70% stated that social commerce and live streaming have a positive influence on Gen Z's interest in purchasing beauty Through this analysis, researchers also found that live streaming does not always have a positive effect in the absence of consumer trust as a mediating factor.
The Impact Of Social Commerce and Live-Streaming On Beauty ProductA The majority of studies used a quantitative approach, either through surveys or ex post facto research.
DISCUSSION
Based on the articles analyzed, social commerce affects consumer interest in This finding addresses the research objectives: examine the role of social commerce in encouraging purchasing interest, analyze the influence of live streaming on purchasing interest, and identify factors that strengthen or weaken the influence of social commerce and live streaming on purchasing interest.
The findings show that consumer trust is a key factor.
According to the results.
Instagram social commerce has a significant effect on Gen Z consumers' interest in purchasing beauty products, namely The Originote moisturizer, with the selected sample being students in the makeup and beauty study program.
FPP UNP.
In this study, there are also other independent variables, namely celebrity Tasya Farsya, which influence purchasing intention with significant results.
This finding shows that Instagram's social commerce feature can increase Gen Z consumers' interest in moisturizers, mainly when supported by a trusted celebrity endorser.
A study by Nurshahira .
shows that TikTok Shop's social commerce significantly influences Gen Z's beauty product purchasing behavior.
This study found that TikTok Shop, as a social commerce platform, has a significant influence on beauty product purchasing behavior because it offers a visual, interactive shopping experience and follows viral trends favored by Gen Z.
According to Delvia .
, social media has a positive influence on consumer purchasing interest both partially and simultaneously.
This study also found that social media marketing and reviews increase consumer interest in purchasing beauty products from the Scarlett Whitening brand, driven by consumer trust.
The results of this study are in line with research conducted by Hermawan, which states that social media commerce features do not significantly influence customer trust or directly encourage purchase interest.
This study emphasizes that social commerce needs an intermediary variable to encourage consumer purchasing intention, namely trust.
This needs to be built into a social commerce marketing strategy because trust is the primary driver of consumer purchasing intention for a product.
Indra Hermawan's research results align with Shofa's.
, who found that live broadcasts on social commerce platforms significantly influence consumer purchase intentions.
Furthermore, live broadcasts are influenced by detailed and credible customer reviews.
This implies that customer reviews significantly influence consumer purchase intentions, even through live streaming.
However, research by Rahmadanti .
Shows that live broadcasts have no significant impact on impulsive or spontaneous purchases.
Meanwhile, research conducted by Asshafrada .
It has been stated that live streaming encourages interest in purchasing due to its interactive nature.
Research conducted by Fadilah .
The study showed that the live streaming feature has a positive and significant influence on purchasing interest, with a significance level of Research conducted by Poh .
Showed that live streaming on the TikTok platform has a significant influence on the purchasing behavior of Gen Z consumers.
The Impact Of Social Commerce and Live-Streaming On Beauty ProductA This study confirms that consumer attention significantly influences interest, leading to a strong desire to buy.
And research conducted by Kamila .
The study showed that the live streaming feature has a positive and significant effect on consumer interest in purchasing Daviena Skincare products on the TikTok platform.
CONCLUSION
Based on the review and synthesis of relevant literature, it can be concluded that social commerce and live streaming have a positive impact on Gen Z's purchase intention for beauty skincare products.
Consumers tend to prefer audio-visual marketing, such as live streaming, especially when selecting beauty products.
However, this must be supported by strategies to build consumer trust, such as providing detailed and transparent reviews and credible information.
This can increase consumer purchase intention, as it gives them confidence in purchasing the products offered.
REFERENCES