The Influence of Fear of Missing Out, Live Steaming Selling, and Influencer Marketing on Impulse Buying Behavior for Glad2glow Products on TikTok Shop

Wulan Nopfianti; Ramlah  Puji Astuti; Yono Maulana

doi:10.55227/ijhess.v6i1.2436

Authors

Wulan Nopfianti Universitas Swadaya Gunung Jati
Ramlah Puji Astuti Universitas Swadaya Gunung Jati
Yono Maulana

DOI:

https://doi.org/10.55227/ijhess.v6i1.2436

Keywords:

Fear Of Missing Out (FoMO), Live Stream Selling, Influencer Marketing, Impulse Buying

Abstract

This study aims to examine the influence of FoMO, Live Streaming Selling, and Influencer Marketing on impulse purchases. A total of 154 respondents residing in CIAYUMAJAKUNING were selected as the study sample using an incidental non-probability sampling technique. The study population was the CIAYUMAJAKUNING community who had purchased Glad2glow products from TikTok Shop. The data was analysed with the help of SmartPLS 4.0 and structural equation modelling using PLS-SEM. With outer loadings > 0.70, AVE > 0.50, and composite reliability values > 0.70, all indicators satisfied the validity and reliability standards, according to the evaluation of the measurement model. There is a positive and statistically significant relationship between impulse buys and factors like FoMO, Live Streaming Selling (LSS), and Influencer Marketing (IM). To be more precise, impulse buying is positively and significantly impacted by FoMO (β = 0.396, t = 5.990, p = 0.000), Influencer Marketing (β = 0.378, t = 3.981, p = 0.000), and Live Streaming Selling (β= 0.157, t = 2.180, p = 0.029), the least significant of the three. Simultaneously, the structural model demonstrates strong explanatory power, as the three independent variables together account for 63.2% ( = 0.632) of the variation in impulse buying behavior, while the remaining 36.8% is influenced by other factors outside the study

References

Agrawal, A. J. (2016, December 27). Why influencer marketing will explode in 2017. Forbes. https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/

Budianto, A. Z., & Kusuma, Y. B. (2024). Pengaruh Live Streaming Selling, Discount, Dan Kualitas Produk Terhadap Impulsive Buying Pada Pengguna E-Commerce Shopee Di Kota Surabaya. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 7768–7780. https://doi.org/10.31539/costing.v7i4.10091

Fadhilah, F., & Saputra, G. G. (2023). Factors in influencer marketing that affect Generation Z’s impulse buying behavior on Instagram. Sinergi : Jurnal Ilmiah Ilmu Manajemen, 13(2), 66–75. https://doi.org/10.25139/sng.v13i2.6683

Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Square Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 4.0 Untuk Penelitian Empiris Edisi 1 (1st ed.). Yoga Pratama.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.

Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.

Kholidah, R., Ramdan, A. M., & Sauri, S. (2024). Analisis Social Media Influencer Terhadap Impulse Buying Melalui Content Marketing Sebagai Varaibel Mediasi Pada Pengguna Kosmetik Di Indonesia. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 10756–10765. https://doi.org/10.31539/costing.v7i5.11481

Lo, P.-S., Dwivedi, Y. K., Wei-Han Tan, G., Ooi, K.-B., Cheng-Xi Aw, E., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013

Lutviari, H. W., Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). Analysis of Factors Affecting Impulse Buying on Shopee and TikTok Live Shopping Platforms: A Conceptual Paper. International Journal of Integrative Sciences, 3(5), 403–414. https://doi.org/10.55927/ijis.v3i5.9346

Mishra, Ms. S., & Ashfaq, Dr. R. (2023). Influencer Impact: Examining the Effect of Influencers on Consumer Behaviour and Purchase Decisions. Journal of Production, Operations Management and Economics, (35), 1–18. https://doi.org/10.55529/jpome.35.1.18

Pandiangan, V. M., Tumbuan, W. J. F. A., & Saerang, R. T. (2024). The influence of product quality, lifestyle, and influencer marketing on impulse buying of Skintific products at the TikTok Shop among Generation Z. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 12(1), 640–651.

Pangastuti, N. R. D., & Kusumaningtyas, D. (2025). Pengaruh FOMO (Fear of Missing Out), Flash Sale, Live Stream Shopping Terhadap Impulsive Buying Pada Konsumen Lip Produk Di TikTok Shop. Jurnal Ekonomi Dan Pendidikan, 22(2), 33–44. https://doi.org/10.21831/jep.v22i2.91677

Putri, A. S., Marceline, C., Aeni, A., & Maulana, Y. (2024). The Influence of Live Streaming, E-Wom, and Discounts on Impulsive Buying of Skincare Products at Tiktok Shop. Indonesian Journal of Business Analytics, 4(3), 1198–1213. https://doi.org/10.55927/ijba.v4i3.9369

Riadi, M. T., & Septiani, M. (2025). Pengaruh Discount, Live Shopping dan Fear Of Missing Out Terhadap Impulse Buying Gen Z di Bandar Lampung Pada E-Commerce Shopee. Jambura Economic Education Journal, 7(4), 1256–1275. https://doi.org/10.37479/jeej.v7i4.31329

Rolando, B., & Angelica, N. (2024). Pengaruh live streaming selling dan discount pada TikTok Shop. ARBITRASE: Journal of Economics and Accounting, 5(2), 80–91. https://djournals.com/arbitrase/article/view/2092

Saibaba, S. (2024). Online Compulsive Buying Behavior of Young Consumers in India – Examining the role of Smartphone Addiction, Social Media Addiction, Fear of Missing Out (FOMO) and Impulsive Buying Behavior. Journal of Informatics Education and Research, 4(1), 155–167. https://doi.org/10.52783/jier.v4i1.532

Salsabila, K. A., & Vania, A. (2025). Analisis Dampak Influencer Marketing dan Customer Review Terhadap Impulse Buying dengan Price Discount sebagai Variabel Moderasi Pada Platform Tiktok Shop. SJEE (Scientific Journals of Economic Education), 9(1), 26. https://doi.org/10.33087/sjee.v9i1.199

Shofaranti, I., Putri, H. A. H., & Maulana, Y. (2024). The Effect of Fear of Missing Out, Celebrity Endorsements and Advertisements on Impulsive Buying, Case Study: Brand Skintific on The Tiktok Application. International Journal of Social Service and Research, 4(05), 1205–1215. https://doi.org/10.46799/ijssr.v4i05.777

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

TMO Group. (2025). Southeast Asia eCommerce Outlook 2025. https://www.tmogroup.asia/downloads/southeast-asia-ecommerce-outlook/

Vidayat, S. R. F., & Arkansyah, M. (2023). Pengaruh Live Streaming Shopping dan E-WOM terhadap Perilaku Impulsive Buying Konsumen Online Akun TikTok @jiniso.id. Jurnal Pewarta Indonesia, 5(2), 123–130. https://doi.org/10.25008/jpi.v5i2.140

Wang, C., Chen, B., Hu, S., & Li, J. (2025). Streamer interaction and consumer impulsive buying in live-stream commerce: the mediating roles of trust and emotional arousal with anticipated regret as boundary condition. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1547639

Widodo, M. S. (2024). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling). Proceedings of the 20th International Symposium on Management (INSYMA 2023), 377–384. https://doi.org/10.2991/978-94-6463-244-6_56

Zhang, X., Fan, J., & Zhang, R. (2024). The impact of social exclusion on impulsive buying behaviour of consumers on online platforms: Samples from China. Heliyon, 10(1), e23319. https://doi.org/10.1016/j.heliyon.2023.e23319