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All Journal Amkop Management Accounting Review (AMAR)
Prananta, Putu Resta Wira
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Humanities Economics, Econometrics & Finance Social Sciences

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The Effect of Live Streaming, Gamification, and Interactive Marketing on Impulse Buying Behaviour of Kahf Products on TikTok with FOMO as a Mediating Variable Prananta, Putu Resta Wira; Darma, Gede Sri
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3052

Abstract

This study aims to examine the influence of live streaming engagement, gamification, and interactive marketing on impulse buying behaviour of Kahf skincare products on TikTok, with Fear of Missing Out (FOMO) as a mediating variable. A quantitative approach was employed using purposive sampling, involving 220 Generation Z respondents in Indonesia who had previously made impulsive purchases of Kahf products via TikTok. Data were collected through a questionnaire consisting of 22 indicators and analysed using Structural Equation Modelling–Partial Least Square (SEM-PLS) with the SmartPLS version 4.1.1.2 application. The results indicate that live streaming engagement, gamification, and interactive marketing have a positive and significant effect on impulse buying. These three variables also significantly influence FOMO. Furthermore, FOMO has a positive and significant effect on impulse buying and significantly mediates the influence of gamification and interactive marketing on impulse buying. However, FOMO does not significantly mediate the relationship between live streaming engagement and impulse buying. These findings highlight the importance of participatory, competitive, and emotionally engaging digital strategies in stimulating impulse buying behaviour among Generation Z TikTok users.
Co-Authors Gede Sri Darma