Pengaruh Live Streaming, Fomo, Online Customer Review Terhadap Impulse Buying Pada E-Commerce

Abstrak

Through social commerce platforms like TikTok Shop, the quick growth of digital technology has prompted shifts in consumer purchasing habits. This study examines how Live streaming, FOMO, and Online customer revieweffect impulsive purchases by IKIP PGRI Bojonegoro Economic Education Study Program Live streamingcustomers. This quantitative study employed a survey. Respondent questionnaire data was analysed using multiple linear regression. The results showed that Live streaming, FOMO, and Online customer reviewpositively and significantly affected impulse purchase (t = 6.249; sig. = 0.000). Adjusted R Square showed that the three factors simultaneously affected impulse buying by 75.8% (F = 166.194; sig. = 0.000). Live broadcasting was the biggest influence in students' impulsive Live streamingpurchases. These findings suggest that psychological factors and digital marketing influence impulsive buying in social commerce.

Keywords: Live streaming, FOMO, online customer review, Impulse buying, TikTok Shop