The Effect of Fear of Missing Out (FoMO) and Live Streaming on The Tiktok Platform on Impulsive Buying of Tiktok Users in Baolan District, Tolitoli Regency <b>Pengaruh <i>Fear of Missing  Out (Fomo)</i> dan <i>Live Streaming</i> pada <i>Platform</i> Tiktok terhadap<i> Impulsive Buying </i>Pengguna Tiktok di Kecamatan Baolan Kabupaten Tolitoli</b>

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Published: 2026-06-09
DOI: https://doi.org/10.65212/7az97x96

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Widyaningrum Widyaningrum
Sekolah Tinggi Ilmu Ekonomi Mujahidin
Yahya Yahya
Sekolah Tinggi Ilmu Ekonomi Mujahidin
Angga Prayudha Ashari
Sekolah Tinggi Ilmu Ekonomi Mujahidin

Abstract

This research is motivated by the phenomenon of increasing impulsive buying behavior among TikTok users which is allegedly influenced by Fear of Missing Out (FoMO) and Live Streaming. The purpose of this study was to determine the effect of FoMO and Live Streaming on Impulsive Buying among TikTok users in Baolan District, Tolitoli Regency, both partially and simultaneously. The research method used a quantitative approach with a sample of 91 respondents selected through purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results showed that partially FoMO had a significant effect on Impulsive Buying (t count 4.539 > t table; sig. 0.001), likewise Live Streaming had a significant effect (t count 6.463 > t table; sig. 0.001). Simultaneously, both variables had a significant effect on Impulsive Buying (F count 79.389 > F table; sig. 0.001), with R Square value of 64.3% (R² = 0.643).

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Vol. 2 No. 3 (2026): Emerging Technologies, Sustainable Finance, and Future Business Strategies

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