Tugas Akhir 25220040_Saifun Nidzar

Tugas Akhir 25220040_Saifun Nidzar

• By Nidzar, Saifun;
• Tugas Akhir
• 23

Perkembangan social commerce telah mengubah cara konsumen melakukan aktivitas belanja secara online. Salah satu bentuknya adalah Live Streaming Shopping yang memungkinkan konsumen berinteraksi secara langsung dengan penjual dan memperoleh informasi produk secara real-time. Kondisi tersebut dapat mendorong munculnya perilaku Impulsive Buying, terutama pada Generasi Z. Penelitian ini bertujuan menganalisis pengaruh Live Streaming Shopping dan Fear of Missing Out (FOMO) terhadap Impulsive Buying pada Generasi Z pengguna TikTok Shop. Penelitian menggunakan pendekatan kuantitatif dengan metode SEM-PLS menggunakan SmartPLS 3. Data diperoleh melalui kuesioner dari 135 responden yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa Live Streaming Shopping dan FOMO berpengaruh positif dan signifikan terhadap Impulsive Buying. Kedua variabel tersebut mampu menjelaskan 72,5% variasi Impulsive Buying, sedangkan 27,5% sisanya tidak dapat dijelaskan oleh model penelitian.

• Katakunci Live streaming Shopping, Fear of Missing Out (FOMO), Impulsive Buying, Generasi Z, Social Commerce
• URL http://
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