Pengaruh FOMO Terhadap Impulse Buying Melalui Self-Control Sebagai Variabel Mediasi pada Konsumen Produk Wardah TikTok Live

Erni Ernanda (Universitas PGRI Semarang)
Henry Casandra Gultom (Universitas PGRI Semarang)
Liyandri Rasbina Tarigan (Universitas PGRI Semarang)

Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan

The development of TikTok Live as a form of social commerce provides real-time interaction and promotion that has the potential to encourage impulse buying behaviour among consumers. One of the psychological factors that plays an important role in this phenomenon is Fear of Missing Out (FOMO), which can weaken an individual's ability to control themselves. This study aims to analyse the influence of FOMO on impulse buying with self-control as a mediating variable among consumers of Wardah products on TikTok Live. This study uses a quantitative approach with a causal associative design through an explanatory survey method. The research sample consisted of 180 student respondents who had made purchases through TikTok Live, using purposive sampling techniques. Data analysis was conducted using Structural Equation Modelling–Partial Least Squares (SEM-PLS). The results show that FOMO has a positive and significant effect on impulse buying and a negative and significant effect on self-control. Furthermore, self-control has a negative and significant effect on impulse buying and is proven to mediate the effect of FOMO on impulse buying. These findings emphasise the importance of strengthening consumer self-control and implementing more ethical live commerce marketing strategies.