The Influence of Live Streaming Shopping and Fear of Missing Out on Gen Z Impulse Buying on TikTok Shop in Bekasi City
DOI:
https://doi.org/10.61132/epaperbisnis.v3i2.739Keywords:
FOMO, Generation Z, Impulse Buying, Live Streaming Shopping, TikTok ShopAbstract
This study aims to analyze the influence of live streaming shopping and fear of missing out (FOMO) on impulse buying among Generation Z in Bekasi on the TikTok Shop platform. The study employs a quantitative research method using a survey approach, with
Received: March 30, 2025
Revised: April 20, 2025
Accepted: April 29, 2026
Published: June 30, 2026
Curr. Ver.: June 30, 2026
Copyright: © 2025 by the authors. Submitted for possible open access publication under the terms and conditions of the Creative Commons Attribution (CC BY SA) license (https://creativecommons.org/licenses/by-sa/4.0/)
data collected through questionnaires distributed to 100 respondents selected based on the Lemeshow formula. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of SPSS software. The findings reveal that both live streaming shopping and FOMO have a significant effect on impulse buying, both partially and simultaneously. These results indicate that psychological factors, particularly FOMO, together with digital marketing strategies implemented through live streaming features, play an important role in encouraging impulsive purchasing behavior among Generation Z consumers. Therefore, businesses can utilize interactive live streaming content to increase consumer engagement and stimulate purchase decisions. This study is expected to contribute to the development of digital business practices by providing insights for designing more effective and targeted marketing strategies on the TikTok Shop platform.
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