Tirtayani IGA, Aghivirwiati GA, Wan Hussain WMH. Live Streaming as a Catalyst: How Hedonic and Utilitarian Shopping Drive Impulse Buying Among Gen Z in Indonesia. MIX [Internet]. 2026 Mar. 5 [cited 2026 Jun. 2];16(1):33-47. Available from: https://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/35138