Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Al-Kharaj: Journal of Islamic Economic and Business
Prilga Westrin Kusumaningrum
Universitas Pembangunan Nasional Veteran Jawa Timur
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
The Influence Of Fear Of Missing Out (Fomo), Live Streaming, And Flash Sales On Impulsive Buying Of Hulm Fashion Products Among Generation Z On Tiktok Shop In Surabaya Prilga Westrin Kusumaningrum; Indah Respati Kusumasari
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10496

Abstract

This study aims to examine the influence of Fear of Missing Out (FoMO), live streaming, and flash sale on impulsive buying behavior of fashion products, specifically the HULM brand, among Generation Z consumers on TikTok Shop in Surabaya. A quantitative approach was employed using a survey method with a Likert scale questionnaire distributed to respondents who have experience purchasing HULM products through TikTok Shop. The collected data were analyzed using multiple linear regression to determine both simultaneous and partial effects of the independent variables on impulsive buying behavior. These results suggest that impulsive buying behavior among Generation Z is shaped by both psychological factors and digital marketing strategies. FoMO acts as an internal driver, while live streaming and flash sale function as external stimuli that reinforce purchasing impulses. This study contributes to the development of consumer behavior literature, particularly in the context of social commerce, and offers practical insights for marketers in designing effective promotional strategies on TikTok Shop to better target Generation Z consumers.
Co-Authors Indah Respati Kusumasari