FEAR OF MISSING OUT (FOMO) DALAM MEMEDIASI PENGARUH SCARCITY MESSAGE, SHOPPING VALUE TERHADAP IMPULSE BUYING PADA PENGGUNA TIKTOK SHOP LIVE
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i10.p03Keywords:
fear of missing out; impulse buying; scarcity message; shopping valueAbstract
Perkembangan live commerce mendorong pembelian spontan melalui rangsangan pemasaran, pengalaman belanja, dan tekanan psikologis konsumen. Studi ini menganalisis pengaruh scarcity message dan shopping value terhadap impulse buying serta peran Fear of Missing Out (FoMO) sebagai mediator pada pengguna TikTok Shop Live. Studi ini menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Responden dipilih melalui purposive sampling, sampel minimum ditentukan menggunakan G-Power, dan data dikumpulkan melalui kuesioner serta dianalisis dengan PLS-SEM berdasarkan kerangka Stimulus-Organism-Response. Temuan menunjukkan bahwa scarcity message berpengaruh positif terhadap FoMO dan impulse buying. Shopping value berpengaruh langsung terhadap impulse buying, tetapi tidak signifikan terhadap FoMO. FoMO berpengaruh positif terhadap impulse buying dan memediasi hubungan scarcity message dengan impulse buying, namun tidak memediasi hubungan shopping value dengan impulse buying. Model menjelaskan 51,4 persen variasi FoMO dan 57,9 persen variasi impulse buying. Temuan menegaskan bahwa scarcity message memicu rasa takut kehilangan kesempatan, sedangkan shopping value mendorong impulse buying melalui persepsi manfaat ekonomis dan pengalaman menyenangkan.
The development of live commerce has encouraged spontaneous purchasing through marketing stimuli, shopping experiences, and psychological pressure on consumers. This study examines the effects of scarcity messages and shopping value on impulse buying, as well as the mediating role of Fear of Missing Out (FoMO) among TikTok Shop Live users. A quantitative approach with a causal-associative research design was employed. Respondents were selected using purposive sampling, the minimum sample size was determined using G-Power, and data were collected through a questionnaire and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) based on the Stimulus-Organism-Response framework. The findings indicate that scarcity messages have positive effects on both FoMO and impulse buying. Shopping value has a direct positive effect on impulse buying but does not significantly affect FoMO. FoMO positively influences impulse buying and mediates the relationship between scarcity messages and impulse buying; however, it does not mediate the relationship between shopping value and impulse buying. The model explains 51.4 per cent of the variance in FoMO and 57.9 per cent of the variance in impulse buying. These findings confirm that scarcity messages trigger consumers’ fear of missing opportunities, whereas shopping value encourages impulse buying through perceived economic benefits and enjoyable shopping experiences.
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