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p-Index From 2021 - 2026
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All Journal International Journal of Humanities Education and Social Sciences
Moch Ilham Firmansyah
Digital business / Faculty of Economics and Business, State University of Surabaya
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Flash Sale dan Live Streaming terhadap Pembelian Impulsif melalui Rasa Takut Ketinggalan (FOMO) di TikTok Shop Moch Ilham Firmansyah; Ika Diyah Candra Arifah; Ratih Amelia; Nadia Nur Thahirrah
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2427

Abstract

This study aims to analyze the impact of Flash Sale and Live Streaming on Impulsive Buying with the fear of missing out (FOMO) factor positioned as a mediating variable related to TikTok Shop consumers. My study uses a quantitative approach using the causal associative method. Data were collected through an online questionnaire to 100 TikTok Shop user respondents, and then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 for analyze relatedness between Flash Sale, Live Streaming, FOMO, and Impulsive Buying . The results of the study show that Flash Sale has a positive and significant effect on FOMO, Live Streaming has a positive and significant effect on FOMO, Flash Sale has a positive and significant effect on Impulsive Buying, Live Streaming has a positive and significant effect on Impulsive Buying, and FOMO has a positive and significant effect on Impulsive Buying. FOMO is also proven to mediate the influence of Flash Sale and Live Streaming on Impulsive Buying. These findings indicate that promotional stimuli and digital shopping interactions can encourage impulsive buying through the fear of missing out on offers.
Co-Authors Ika Diyah Candra Arifah Nadia Nur Thahirrah Ratih Amelia