Tirtayani, I.G.A. et al. 2026. Live Streaming as a Catalyst: How Hedonic and Utilitarian Shopping Drive Impulse Buying Among Gen Z in Indonesia. MIX: JURNAL ILMIAH MANAJEMEN. 16, 1 (Mar. 2026), 33–47. DOI:https://doi.org/10.22441/jurnal_mix.2026.v16i1.003.