The Effect of Fear of Missing Out (FoMO) and Live Streaming on The Tiktok Platform on Impulsive Buying of Tiktok Users in Baolan District, Tolitoli Regency: Pengaruh Fear of Missing Out (Fomo) dan Live Streaming pada Platform Tiktok terhadap Impulsive Buying Pengguna Tiktok di Kecamatan Baolan Kabupaten Tolitoli

Widyaningrum Widyaningrum (Sekolah Tinggi Ilmu Ekonomi Mujahidin)
Yahya Yahya (Sekolah Tinggi Ilmu Ekonomi Mujahidin)
Angga Prayudha Ashari (Sekolah Tinggi Ilmu Ekonomi Mujahidin)

International Journal of Economic Entrepreneurship and Business Management
Vol. 2 No. 3 (2026): Emerging Technologies, Sustainable Finance, and Future Business Strategies

This research is motivated by the phenomenon of increasing impulsive buying behavior among TikTok users which is allegedly influenced by Fear of Missing Out (FoMO) and Live Streaming. The purpose of this study was to determine the effect of FoMO and Live Streaming on Impulsive Buying among TikTok users in Baolan District, Tolitoli Regency, both partially and simultaneously. The research method used a quantitative approach with a sample of 91 respondents selected through purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results showed that partially FoMO had a significant effect on Impulsive Buying (t count 4.539 > t table; sig. 0.001), likewise Live Streaming had a significant effect (t count 6.463 > t table; sig. 0.001). Simultaneously, both variables had a significant effect on Impulsive Buying (F count 79.389 > F table; sig. 0.001), with R Square value of 64.3% (R² = 0.643).