ENDANG, Sambas Purnama, Sambas Purnama Endang (2025) PENGARUH LIVE STREAMING DAN FEAR OF MISSING OUT TERHADAP IMPULSE BUYING GENERASI Z PADA SHOPEE. S1 thesis, Universitas Islam Nusantara.

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Abstract

The advancement of digital technology has driven the growth of online shopping activities in Indonesia, including the emergence of impulse buying behavior among consumers. Shopee, as one of the leading e-commerce platforms with the largest number of users, introduced a live streaming feature to enhance user interaction and encourage spontaneous purchases. In addition, the phenomenon of Fear of Missing Out (FOMO), triggered by promotional exclusivity and the pressure to keep up with trends, further strengthens the tendency toward impulsive buying, particularly among Generation Z. This study aims to examine the influence of live streaming and FOMO on impulse buying among Shopee users from Generation Z. The research employs a descriptive and verification method with a quantitative approach. Data were collected through questionnaires distributed to 384 respondents selected using a non-probability sampling technique. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27. The results indicate that both live streaming and FOMO have a positive and significant effect on impulse buying, both partially and simultaneously. These findings suggest that the higher the level of interaction through live streaming features and the stronger the consumer’s experience of FOMO, the greater the likelihood of engaging in impulsive purchases. The implications of this study provide strategic insights for e-commerce practitioners to optimize interactive features and understand consumer psychological aspects in designing effective marketing strategies. Keywords: Live Streaming, FOMO, Impulse Buying, Shopee, Generation Z

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