PENGARUH SCARCITY, TIME PRESSURE, DAN PERCEIVED UNIQUENESS TERHADAP IMPULSE BUYING PADA LIVE STREAMING THRIFT DI TIKTOK DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI

Hayati, Putri (2026) PENGARUH SCARCITY, TIME PRESSURE, DAN PERCEIVED UNIQUENESS TERHADAP IMPULSE BUYING PADA LIVE STREAMING THRIFT DI TIKTOK DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The growth of live streaming commerce on TikTok has created a shopping environment that fosters impulse buying behavior, particularly in the sale of thrift products characterized by limited availability and real-time competitive purchasing mechanisms. This study aims to analyze the influence of Scarcity, Time Pressure, and Perceived Uniqueness on Impulse Buying both directly and through Fear of Missing Out (FOMO) as a mediating variable among consumers of thrift products on TikTok live streams. A quantitative approach utilizing explanatory research was employed. The study population consisted of consumers in the Jabodetabek region who had purchased thrift products via TikTok live streams, selected using purposive sampling. Data were collected through online questionnaires, yielding 370 eligible respondents a figure exceeding the minimum sample size of 155 calculated via the inverse square root method. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software (version 4.1.1.8). The results indicate that all ten proposed hypotheses are statistically supported. Scarcity, Time Pressure, and Perceived Uniqueness each exert a positive and significant influence on FOMO, with Time Pressure serving as the most dominant predictor. These three variables also directly and significantly influence Impulse Buying; meanwhile, FOMO emerged as the strongest predictor of Impulse Buying and acts as a partial mediator in the relationships between the three exogenous variables and Impulse Buying.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Scarcity, Time pressure, Perceived Uniqueness, Fear of missing out (FOMO), Impulse Buying
Subjects: Customer Behavior
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User: Putri Hayati
Date Deposited: 15 Sep 2026 02:20
Last Modified: 15 Sep 2026 02:20
URI: https://repository.bakrie.ac.id/id/eprint/14669

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