Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal MIX : Jurnal Ilmiah Manajemen
Mona Fairuz Ramli
Universiti Islam Antarabangsa Tuanku Syed Sirajuddin
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
FOMO and Interactive Live Streaming on Customer Loyalty TikTok: Moderating Role of Pocket Money and Perceived Ease of Use Ismayudin Yuliyzar; Cahyani Kurniastuti; Nursimah Dara; Abdul Rauf; Hendra Galuh Febrianto; Mona Fairuz Ramli
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 1 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i1.019

Abstract

The explosive growth of TikTok Live Shop in Indonesia has made understanding the drivers of impulse buying among young consumers a research priority of urgent importance. This study examines how psychological factors, such as Fear of Missing Out (FOMO), and platform features, including Interactivity, influence impulsive purchasing decisions, while also considering the moderating roles of financial constraints (allowance) and user experience (perceived ease of use). Data was collected from university students in Tangerang and analyzed using Structural Equation Modeling (SEM). The results confirm that both FOMO and Interactivity are significant drivers of impulse buying. Notably, the study reveals that a user-friendly platform and higher disposable allowance can intensify these effects. The research offers a novel contribution by integrating financial and technological moderators into a single framework for live streaming commerce, providing critical insights for marketers, platform designers, and consumer protection advocates seeking to navigate the ethical complexities of this rapidly evolving digital marketplace.
Co-Authors Abdul Rauf Cahyani Kurniastuti Febrianto, Hendra Galuh Ismayudin Yuliyzar Nursimah Dara