Pengaruh Live Shopping Experience dan Social Proof di TikTok Terhadap Pembelian Impulsif Gen Z dengan Fear of Missing Out sebagai Pemicu Urgensi Konsumen
DOI:
https://doi.org/10.69693/ijmst.v4i2.10008Keywords:
Live Shopping Experience, Social Proof, Fear of Missing Out, Pembelian Impulsif, Generasi Z, TikTok ShopAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Live Shopping Experience dan Social Proof terhadap pembelian impulsif pada konsumen Generasi Z di TikTok Shop dengan Fear of Missing Out (FOMO) sebagai variabel mediasi. Perkembangan social commerce melalui fitur live shopping telah mengubah perilaku konsumen, khususnya Generasi Z yang aktif menggunakan media sosial dan platform digital. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory research. Populasi penelitian adalah konsumen Generasi Z yang pernah melakukan pembelian melalui fitur Live Shopping di TikTok Shop, dengan sampel sebanyak 160 responden menggunakan purposive sampling. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert dan dianalisis menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa Live Shopping Experience berpengaruh positif dan signifikan terhadap pembelian impulsif dan Fear of Missing Out. Social Proof juga berpengaruh positif dan signifikan terhadap pembelian impulsif dan Fear of Missing Out. Fear of Missing Out mampu memediasi pengaruh Live Shopping Experience dan Social Proof terhadap pembelian impulsif. Nilai R-Square menunjukkan bahwa Fear of Missing Out dapat dijelaskan sebesar 80,7%, sedangkan pembelian impulsif sebesar 83,4%, sehingga model penelitian termasuk dalam kategori kuat.
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