Consumer Retail Behavior Studies
Open access
Peer reviewed
Abstract
Abstract
This study analyzes the influence of live streaming and Fear of Missing Out (FOMO) on impulsive purchases among students of the Faculty of Social and Political Sciences (FISIP) at the University of North Sumatra who are TikTok Shop users. The development of social commerce through TikTok Shop has driven changes in consumer behavior, especially among students, in making spontaneous purchases due to digital interactions and emotional impulses. This study is quantitative with an associative causality design. The population includes active FISIP students from the 2022–2025 intake who use TikTok Shop, with a sample of 100 respondents selected through purposive sampling. Data were collected through an online questionnaire based on a 5-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results showed that FOMO had a positive and significant influence on impulsive purchases (t-statistic = 9.570; p < 0.001), as did live streaming (t-statistic = 2.927; p < 0.003). The higher the FOMO and engagement in live streaming, the greater the tendency to make impulse purchases. This research contributes to the study of digital consumer behavior, specifically social commerce and impulse buying among college students. The findings suggest that students' impulse purchases on TikTok Shop are influenced not only by the interactive features of live streaming but also by psychological pressures such as the fear of missing out on opportunities, trends, or limited promotions.
Direct answer
What can I do from this paper page?
Use this page to scan "Dari Scroll to Checkout: Live Streaming, FOMO, dan Impulse Buying Mahasiswa FISIP Universitas Sumatera Utara di TikTok Shop" quickly: start with the summary and abstract, then check the authors, source, topics, and related papers. From here, open Scollr to follow Consumer Retail Behavior Studies research, save the paper, or map adjacent work.
Research areas
Follow related topics
Citation
BibTeX
@article{Arneliani2026Dari,
title = {Dari Scroll to Checkout: Live Streaming, FOMO, dan Impulse Buying Mahasiswa FISIP Universitas Sumatera Utara di TikTok Shop},
author = {Annisa Putri Arneliani and Christian Frizy Haloho and Feby Emanuela Karo Karo and J Ginting and R A Sembiring and Onan Marakali Siregar and Ummi Salamah Sitorus},
journal = {Future Academia The Journal of Multidisciplinary Research on Scientific and Advanced},
year = {2026},
doi = {10.61579/future.v4i2.886},
url = {https://doi.org/10.61579/future.v4i2.886}
}FAQ
Using this paper in a discovery workflow
How do I find related work for this paper?
Use the related papers and topic links on this page as starting points. In Scollr, you can also open the paper and build a literature map around its references, citing papers, and related work.
How can I keep up with new Consumer Retail Behavior Studies research papers?
Follow Consumer Retail Behavior Studies research in Scollr. New papers from the topic flow into a personalized feed, and you can save useful studies to revisit later.
Can I cite this paper from this page?
This page includes a static BibTeX block for Dari Scroll to Checkout: Live Streaming, FOMO, dan Impulse Buying Mahasiswa FISIP Universitas Sumatera Utara di TikTok Shop. Always verify the DOI, source, and publication details against the publisher record before submitting a manuscript.
Follow this research in Scollr
Follow the topics and authors behind this paper, save useful studies, and build a literature map when you are ready to go deeper.
Get the app