The Effect of Product Bundling Strategy, Countdown Timer Urgency, and Social Proof on Interactive Responses to Live Streaming as Alpha Gen Moderation Variables on Scora Products in Bandar Lampung

Dela Merais ; Euis Mufahamah ; Hamida Nur Rahmawati
International Journal of Economics, Commerce, and... 📅 2026 Vol 3, No 2 🔗 DOI: 10.62951/ijecm.v3i2.1187
Abstract
This study aims to analyze the effect of product bundling strategies, countdown timer urgency, and social proof on the interactive responses of Generation Alpha consumers toward Scora skincare products in Bandar Lampung, with live streaming as a moderating variable. Interactive responses in this study include comments, questions, likes, and purchase actions during live streaming sessions. This research employs a quantitative approach, with data collected through ques-tionnaires. The sample consists of 300 Generation Alpha respondents in Bandar Lampung who have watched Scora’s live streaming promotions. Data analysis techniques include multiple linear regression analysis and Moderated Regression Analysis (MRA). The results indicate that product bundling strategies, countdown timer urgency, and social proof have a positive and significant effect on interactive responses, both partially and simultaneously. However, the moderation test results reveal that live streaming does not moderate the relationship between product bundling strategies, countdown timer urgency, and social proof on interactive responses. These findings suggest that although live streaming serves as a primary promotional medium, it does not necessarily strengthen the influence of marketing strategies on Generation Alpha’s in-teractive responses. This study is expected to provide practical insights for local skincare brands in developing more effective digital marketing strategies through live streaming commerce.
Keywords
Countdown Timer Urgency; Interactive Response; Live Streaming; Product Bundling Strategy; Social Proof
How to Cite

Dela Merais, et al. (2026). The Effect of Product Bundling Strategy, Countdown Timer Urgency, and Social Proof on Interactive Responses to Live Streaming as Alpha Gen Moderation Variables on Scora Products in Bandar Lampung. International Journal of Economics, Commerce, and Management, 3(2). https://doi.org/10.62951/ijecm.v3i2.1187

Dela Merais; Euis Mufahamah; Hamida Nur Rahmawati, "The Effect of Product Bundling Strategy, Countdown Timer Urgency, and Social Proof on Interactive Responses to Live Streaming as Alpha Gen Moderation Variables on Scora Products in Bandar Lampung," International Journal of Economics, Commerce, and Management, vol. 3, no. 2, 2026.

Dela Merais; Euis Mufahamah; Hamida Nur Rahmawati. "The Effect of Product Bundling Strategy, Countdown Timer Urgency, and Social Proof on Interactive Responses to Live Streaming as Alpha Gen Moderation Variables on Scora Products in Bandar Lampung." International Journal of Economics, Commerce, and Management, vol. 3, no. 2, 2026.

Dela Merais; Euis Mufahamah; Hamida Nur Rahmawati. "The Effect of Product Bundling Strategy, Countdown Timer Urgency, and Social Proof on Interactive Responses to Live Streaming as Alpha Gen Moderation Variables on Scora Products in Bandar Lampung." International Journal of Economics, Commerce, and Management 3, no. 2 (2026).

Dela Merais, et al. (2026) 'The Effect of Product Bundling Strategy, Countdown Timer Urgency, and Social Proof on Interactive Responses to Live Streaming as Alpha Gen Moderation Variables on Scora Products in Bandar Lampung', International Journal of Economics, Commerce, and Management, 3(2). doi: 10.62951/ijecm.v3i2.1187.

Dela Merais; Euis Mufahamah; Hamida Nur Rahmawati. The Effect of Product Bundling Strategy, Countdown Timer Urgency, and Social Proof on Interactive Responses to Live Streaming as Alpha Gen Moderation Variables on Scora Products in Bandar Lampung. International Journal of Economics, Commerce, and Management. 2026;3(2).

Artikel Terkait

Contribution of Organizational Commitment through Discipline, Professionalism, and Work Culture of Public Service Sector Employees

Andari, Andari; Nafiudin Nafiudin; Fatya Nisyah; Niken Widillahi

The Influence of Village Apparatus Capacity on Village Fund Management Accountability with the Village Financial System (Siskeudes) as an Intervening Variable

Gloria Elizabeth Yoltuwu; Janet Wilsye Litualy

The Transformation of Financial Literacy in the Digital Era: a Systematic Literature Review on Concepts, Dimensions, and Future Research Directions

Agatha Helena Deze

Nurse Competence, Social Influence, and Usability on EMR Use with Perceived Ease as Mediator

Rizqi Kartika Wardani; Rian Adi Pamungkas; Intan Silviana Mustikawati

Integrated Resource-Based View and Dynamic Capabilities for SME internationalization: Early Evidence from Indonesian Export-Ready Firms

Mirza Esvianti; Sudarmiatin Sudarmiatin; Heri Pratikto

Navigating NGO Sustainability: Stakeholders, Operational Efficiency, and Innovation in Floating Hospitals

Nodya Melinda Noori; Ediansyah Ediansyah; Nofierni Nofierni
Tren Sitasi Jurnal