Pengaruh Live Streaming dan Sales promotion terhadap Keputusan Pembelian Sepatu Aerostreet melalui Fear Of Missing Out (Fomo) pada Generasi Z

Dhimas Ali Shibri; Edita Rachma Kamila; Laily Muzdalifah; Afifatus Sholikhah

doi:10.30640/jmcbus.v4i3.7118

Authors

Dhimas Ali Shibri Universitas Nahdlatul Ulama Sidoarjo
Edita Rachma Kamila Universitas Nahdlatul Ulama Sidoarjo
Laily Muzdalifah Universitas Nahdlatul Ulama Sidoarjo
Afifatus Sholikhah Universitas Nahdlatul Ulama Sidoarjo

DOI:

https://doi.org/10.30640/jmcbus.v4i3.7118

Keywords:

Fear of Missing Out (FoMO), Generation Z, Live Streaming, Purchase Decision, Sales Promotion

Abstract

This study was motivated by the rapid development of social commerce through TikTok Shop, which has influenced Generation Z’s purchasing behavior, particularly through live streaming features and various sales promotion programs that can trigger Fear of Missing Out (FoMO). This study aims to analyze the effect of live streaming and sales promotion on the purchase decisions of Aerostreet shoes among Generation Z, with FoMO serving as a mediating variable. The research employed a quantitative approach with a causality-mediation design and involved 190 Generation Z respondents who had purchased Aerostreet shoes through TikTok Shop. The sample was selected using purposive sampling, while data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that live streaming and sales promotion have a positive and significant effect on FoMO and purchase decisions. Furthermore, FoMO has a positive and significant effect on purchase decisions and mediates the relationship between live streaming, sales promotion, and purchase decisions. These findings suggest that interactive digital marketing strategies and attractive promotional programs can strengthen consumers’ psychological motivation to make purchases. The implications of this study highlight the importance of optimizing live streaming and sales promotion to create engaging shopping experiences and enhance purchase decisions among Generation Z consumers.

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