PENGARUH FLASH SALE, LIVE SHOPPING, DAN FEAR OF MISSING OUT (FOMO) TERHADAP PEMBELIAN IMPULSIF DI PLATFORM TIKTOK PADA MAHASISWA PRODI PENDIDIKAN EKONOMI UNIVERSITAS BHINNEKA PGRI - Santi Nurvita Sari; Moh. Gufron (SOCIAL : Jurnal Inovasi Pendidikan IPS, 2026)
Digital technology developments and social commerce have significantly influenced student shopping behavior. This study aims to analyze the effect of flash sales, live shopping, and fear of missing out (FOMO) on impulsive buying on the TikTok Shop platform among Economic Education students at Universitas Bhinneka PGRI. This associative quantitative study involved 156 student TikTok Shop users selected using purposive sampling. Data were collected via structured Likert scale questionnaires and analyzed using multiple linear regression in SPSS 25. Results revealed that flash sales had a positive and significant effect (p=0.000) and live shopping had a positive and significant effect (p=0.000) on impulsive buying. Conversely, FOMO had no significant partial effect (p=0.243) on impulsive buying. Simultaneously, all three independent variables significantly influenced impulsive buying (F=65.332; p=0.000), explaining 55.5% of the variance ("Adjusted " R^2=0.555). Sellers are advised to optimize limited-time promotions and live streaming interactions. ABSTRAK Perkembangan teknologi digital dan social commerce telah memengaruhi perilaku belanja mahasiswa secara signifikan. Penelitian ini bertujuan untuk menganalisis pengaruh flash sale, live shopping, dan fear of missing out (FOMO) terhadap impulsive buying di platform TikTok Shop pada mahasiswa Program Studi Pendidikan Ekonomi Universitas Bhinneka PGRI. Penelitian kuantitatif asosiatif ini melibatkan 156 mahasiswa pengguna TikTok Shop yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur skala Likert dan dianalisis menggunakan regresi linear berganda melalui program SPSS 25. Hasil penelitian menunjukkan bahwa flash sale berpengaruh positif dan signifikan (p=0,000) serta live shopping berpengaruh positif dan signifikan (p=0,000) terhadap impulsive buying. Sebaliknya, FOMO secara parsial tidak berpengaruh signifikan (p=0,243) terhadap impulsive buying. Secara simultan, ketiga variabel independen berpengaruh signifikan (F=65,332; p=0,000) dengan kontribusi pengaruh sebesar 55,5% ("Adjusted " R^2=0,555). Penjual disarankan mengoptimalkan penawaran berbasis durasi terbatas dan interaksi siaran langsung guna meningkatkan keputusan transaksi spontan.