PENGARUH LIVE STREAMING DAN FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSIVE BUYING DENGAN SHOPEE PAYLATER SEBAGAI VARIABEL MEDIASI (STUDI KASUS PADA PENGGUNA SHOPEE DI MALANG RAYA)

The growth of e-commerce has led to a shift in consumer behavior, especially among Generation Z. One of the most prominent behaviors is impulsive buying, which refers to unplanned purchasing decisions. This phenomenon is amplified by the presence of interactive features such as live streaming and the psychological condition known as Fear of Missing Out (FOMO), where individuals are compelled to make spontaneous purchases to avoid missing out on trends. In addition, the ease of transactions offered by Shopee Paylater further supports impulsive buying behavior.
This study investigates the influence of live streaming and FOMO on impulsive buying, with Shopee Paylater as a mediating variable. The main hypothesis tested is whether Shopee Paylater strengthens the relationship between the independent variables and impulsive buying behavior.
This research uses a quantitative approach with purposive sampling. A total of 170 Shopee users in Malang who have used the Shopee Paylater feature participated in the study. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results show that both live streaming and FOMO have a significant positive effect on impulsive buying, directly and indirectly through Shopee Paylater as a mediator.
In conclusion, Shopee Paylater plays a significant mediating role in enhancing the effects of live streaming and FOMO on impulsive buying. The findings are expected to provide practical insights for digital marketers in developing more effective and responsible online marketing strategies.