PENGARUH FEAR OF MISSING OUT, HEDONIC SHOPPING MOTIVATION, DAN LIVE STREAMING TERHADAP IMPULSIVE BUYING PADA KONSUMEN GENERASI Z DI TIKTOK SHOP

THE EFFECT OF FEAR OF MISSING OUT, HEDONIC SHOPPING MOTIVATION, AND LIVE STREAMING ON IMPULSIVE BUYING OF GENERATION Z CONSUMERS ON TIKTOK SHOP

Abstract

This study aims to determine and explain the effect of fear of missing out, hedonic shopping motivation, and live streaming on impulsive buying in generation z consumers at TikTok Shop. This type of research is quantitative associative with the data collection method used, namely a sample survey using a questionnaire via google form as a research instrument with a total sample of 125 respondents. The results of this research analysis show that the variable (1) fear of missing out has a positive but insignificant effect on impulsive buying on generation z consumers at TikTok Shop. (2) hedonic shopping motivation has a positive and significant effect on impulsive buying in generation z consumers at TikTok Shop. (3) live streaming has a positive and significant effect on impulsive buying in generation z consumers at TikTok Shop. The instrument test results state that the data in this study are proven to be valid and reliable and the classical assumption test states that the data is normally distributed and not multicollinearity.