Pengaruh Live Streaming Shopping dan Fear Of Missing Out (FOMO) terhadap Impulsive Buying Konsumen Bittersweet By Najla di Tiktok Shop
DOI:
https://doi.org/10.61132/jumaket.v3i3.1615Keywords:
Fear of Missing Out (FOMO), Impulsive Buying, Live Streaming Shopping, Social Commerce, TikTok ShopAbstract
The development of social commerce through TikTok Shop has changed consumer shopping behavior, particularly through the live streaming shopping feature that builds direct interaction between sellers and consumers, supported by the psychological condition of Fear of Missing Out (FOMO) which can encourage impulsive purchasing. This study aims to analyze the influence of Live Streaming Shopping and Fear of Missing Out (FOMO) on the Impulsive Buying behavior of Bittersweet by Najla consumers on TikTok Shop. This study uses a quantitative approach with data collection through questionnaires distributed to Bittersweet by Najla consumer respondents who had made purchases through live streaming on TikTok Shop, using a purposive sampling technique. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results show that Live Streaming Shopping and Fear of Missing Out (FOMO), both partially and simultaneously, have a positive and significant influence on the Impulsive Buying behavior of Bittersweet by Najla consumers on TikTok Shop. These findings indicate that the more engaging the live streaming activity and the higher the level of FOMO perceived by consumers, the greater their tendency to engage in impulsive buying.
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