Pengaruh Live Streaming Tiktok Dan Fomo terhadap Keputusan Pembelian Produk Fast Fashion

Abstract

The acceleration of digital technology has shifted students' shopping activities to social commerce platforms such as TikTok Shop, driven by interactive marketing strategies and social anxiety. This study aims to determine the partial and simultaneous effects of TikTok live streaming and Fear of Missing Out (FoMO) on purchasing decisions for fast fashion products among Economic Education students at IKIP PGRI Bojonegoro. The approach used is causal associative quantitative, involving 73 respondents selected through proportionate stratified random sampling technique. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression on SPSS 26 software. Partial test results show that live streaming (t = 3.524; Sig = 0.001) and FoMO (t = 3.012; Sig = 0.004) have a positive and significant effect on purchasing decisions. Simultaneously, both variables significantly affect purchasing decisions (F = 20.921; Sig = 0.000) with a coefficient of determination of 37.4%. Theoretically, the integration of live broadcast stimuli and the psychological organism response in the form of FoMO is proven effective in accelerating the purchasing decision response of digital native consumers within the framework of the Stimulus-Organism-Response (S-O-R) theory.