The effect of live selling promotions and discounts on impulsive buying among generation Z for fashion products on Tiktok Shop Indonesia, with fear of missing out (FOMO) as a mediating variable
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Nurul Adilawati(1*)
Business Digital Study Program, Faculty of Economics and Business, State University of Surabaya
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Ika Diyah Candra Arifah(2)
Business Digital Study Program, Faculty of Economics and Business, State University of Surabaya
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Ratih Amelia(3)
Business Digital Study Program, Faculty of Economics and Business, State University of Surabaya
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Dhiyan Septa Wihara(4)
Business Digital Study Program, Faculty of Economics and Business, State University of Surabaya
(*) Corresponding Author
Keywords:
Live Selling Promotion, Discount, FOMO, Impulsive Buying, Generation Z
Abstract
The rapid expansion of TikTok Shop has transformed consumer purchasing behavior, particularly among Generation Z, by fostering a highly interactive and psychologically driven online shopping environment. This study investigates the effects of live selling promotions and discounts on impulsive buying behavior, with Fear of Missing Out (FOMO) serving as a mediating variable among Generation Z consumers in Indonesia. Using an explanatory quantitative approach, data were collected through an online questionnaire from 100 Generation Z TikTok Shop users and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that live selling promotions do not directly influence impulsive buying but significantly increase consumers’ FOMO. Discounts exert a significant positive effect on both FOMO and impulsive purchasing behavior. Moreover, FOMO is found to be a strong predictor of impulsive buying and significantly mediates the relationships between live selling promotions, discounts, and impulsive purchasing behavior. These results highlight the pivotal role of psychological mechanisms in shaping Generation Z’s purchasing decisions within social commerce platforms. The study contributes to the growing literature on social commerce and consumer behavior by demonstrating that marketing strategies on TikTok Shop are more effective when they trigger consumers’ perceived urgency and social desirability, rather than solely relying on promotional stimuli. The findings also provide practical implications for digital marketers seeking to enhance consumer engagement and purchase intentions in the Indonesian e-commerce landscape.
Keywords: Live Selling Promotion; Discount; FOMO; Impulsive Buying; Generation Z
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References
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https://doi.org/10.37715/rme.v9i1.5125
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Arjang, A., Ausat, A. M. A., & Prasetya, Y. B. (2025). Optimalisasi sistem informasi dalam meningkatkan daya saing UMKM: Analisis sinergi inovasi digital dan fenomena FOMO dalam dinamika pasar. Jurnal Minfo Polgan, 14(1), 68-76. https://doi.org/10.33395/jmp.vl4i1.14629
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Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hewei, T. (2022). Influence of online comments on clothing impulse buying behavior in mobile short video app live broadcast. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.913073
Hodkinson, C. (2019). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. https://doi.org/10.1080/13527266.2016.1234504
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2).
https://doi.org/10.1177/21582440231172678
Julianti, W., Yanovi, A., Magister Manajemen, P., Ekonomi, F., & Sriwijaya, U. (2026). Pengaruh Diskon Waktu Terbatas Dan Interaktivitas Siaran Langsung Terhadap Pembelian Impulsif Generasi Z Di E-Commerce Shopee Melalui Variabel Mediasi Takut Kehilangan Kesempatan (FOMO). Jurnal Manajemen Terapan Dan Keuangan (Mankeu), 15(02).
Khetarpal, M., & Singh, S. (2024). “Limited Time Offer”: Impact of Time Scarcity Messages on Consumer’s Impulse Purchase. Journal of Promotion Management, 30(2), 282–301. https://doi.org/10.1080/10496491.2023.2253228
Luo, W., & Lee, Y.-C. (2022). How Perceived Price Discount Influence on the Impulsive Consumption in the Context of Online Limited-Time Promotion: Moderating Effect of Perceived Time Pressure. 31, 209–232.
https://doi.org/10.5859/KAIS.2022.31.4.209
Luo, W., & Lee, ․young-Chan. (n.d.). How Perceived Price Discount Influence on the Impulsive Consumption in the Context of Online Limited-Time Promotion: Moderating Effect of Perceived Time Pressure* 1). 209–232.
Https://Doi.Org/10.5859/KAIS.2022.31.4.209
Hibatullah, H. Y., & Nanda, E. (2024). Efek Political Branding Dico Ganinduto Melalui TikTok pada Generasi Z Analisis Strategi Kampanye Digital di Pilgub Jateng 2024. Communicology: Jurnal Ilmu Komunikasi, 12(2), 306-330.
Ning, Z. E. (2021). List price and discount in a stochastic selling process. Marketing Science, 40(2), 366–387. https://doi.org/10.1287/mksc.2020.1257
Nur Rasyid, C., & Farida, L. (2023). The Effect Of Price Discount And Hedonic Shopping Value On Impulsive Buying At Tiktok Shop. 7(3), 2023.
Pangesti, G. I., Rohayati, N., & Pertiwi, A. (2025). Godaan Paylater: Peran Kontrol Diri Dan Fomo Dalam Pembelian Impulsif. Jurnal Penelitian Pendidikan, Psikologi Dan Kesehatan (J-P3K), 6(3), 1223-1231. https://doi.org/10.51849/j-p3k.v6i3.830
Philip Kotler, K. L. K. (2009). Marketing Management Pearson International edition Pearson one series (13th, illustrated ed.).
Putra, S. A., & Kusuma, E. A. (2026). Peran Fomo dalam Memediasi Pengaruh Flash Sale dan Gratis Ongkir terhadap Impulse Buying Gen Z pada Marketplace Shopee. Jurnal Sosial Dan Teknologi (SOSTECH), 6(4).
Rahma, N., Pangastuti, D., & Kusumaningtyas, D. (2025). Pengaruh FOMO (Fear of Missing Out), Flash Sale, Live Stream Shopping terhadap Impulsive Buying pada Konsumen Lip Produk di TikTok Shop.
Ramadhan, M. R., & Wardi, Y. (2025). Pengaruh Flash sale terhadap Impulse buying: Peran Emosi Positif sebagai Mediator pada pengguna Aplikasi Shopee. Jurnal Informatika Ekonomi Bisnis, 551-557. https://doi.org/10.37034/infeb.v7i3.1225
Rangaswamy, E., Nawaz, N., & Changzhuang, Z. (2022). The impact of digital technology on changing consumer behaviours with special reference to the home furnishing sector in Singapore. Humanities and Social Sciences Communications, 9(1). https://doi.org/10.1057/s41599-022-01102-x
Rizkiyah S, S. D. T. R. (2025). Pengaruh Diskon, Cashback, Gratis Ongkos Kirim
Saffanah, L., Handayani, P. W., & Sunarso, F. P. (2023). Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), 204–214. https://doi.org/10.1016/j.apmrv.2022.09.002
Saunders, M., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students. (8th ed.). Pearson International.
https://elibrary.pearson.de/book/99.150005/9781292208794
Susilawati, E., Prastiwi, E. H., & Kartika, Y. (2022). Pengaruh Persepsi Harga, Diskon, Dan Customer Experience Terhadap Loyalitas Pelanggan Produk Fashion Shopee. http://jurnal.stiekma.ac.id/index.php/JAMIN
Timoty, A., & Djong, A. M. R. (2026). Pengaruh Real-Time Interactivity Live Streaming Terhadap Impulse Buying Yang Dimediasi Oleh Perceived Enjoyment Dan FOMO Pada Gen_Z. Jurnal Minfo Polgan, 15(2), 1251–1261.
https://doi.org/10.33395/jmp.v15i2.16252
Verplanken, B., & Herabadi, A. (2001). Individual Differences in Impulse Buying Tendency: Feeling and No Thinking. European Journal of Personality, 15, S71–S83. https://doi.org/10.1002/per.423
Widodo, M. S. (2024). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling) (pp. 377–384). https://doi.org/10.2991/978-94-6463-244-6_56
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/J.JBUSRES.2018.08.032
Adyantari, A., Nugraha, A. Y. C. D. E., & Dharomesz, V. Y. (2025). Impulsive Buying Behavior in Live Streaming Shopping Mechanism: Do Fear of Missing Out Matter? Review of Management and Entrepreneurship, 9(1), 32–49.
https://doi.org/10.37715/rme.v9i1.5125
Arizka, P., Enjela, D. K., & Rahma, A. A. (2025). Fear Of Missing Out (FoMO) Mediates Live Shopping Effects On Gen-Z Impulsive Buying. GOVERNORS, 4(3), 438–449. https://doi.org/10.47709/governors.v4i3.7900
Arjang, A., Ausat, A. M. A., & Prasetya, Y. B. (2025). Optimalisasi sistem informasi dalam meningkatkan daya saing UMKM: Analisis sinergi inovasi digital dan fenomena FOMO dalam dinamika pasar. Jurnal Minfo Polgan, 14(1), 68-76. https://doi.org/10.33395/jmp.vl4i1.14629
Azad Moghddam, H., Carlson, J., Wyllie, J., & Mahmudur Rahman, S. (2024). Scroll, Stop, Shop: Decoding impulsive buying in social commerce. Journal of Business Research, 182. https://doi.org/10.1016/j.jbusres.2024.114776
Creswell, J. W., & Creswell, J. D. (2023). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). SAGE Publications.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
Doan, T. N. Q., & Lee, H. T. (2023). Relationships between FoMO, Flow, and Impulse Purchase: Focusing on TikTok Social-commerce Platform. Journal of Distribution Science, 21(11), 91–101. https://doi.org/10.15722/jds.21.11.202311.91
Eka. (2025, September). Tiktok Shop kembali dominasi pasar social commerce di pertengahan 2025. KontrakHukum.com.
https//kontrakhukum.com/article/tiktok-shop-kembali-dominasi-pasar-social-commerce-di-pertengahan-2025/
Fastika Utama, N., & Hidayat, O. (2025). Self Disclosure Mahasiswa Gen Z Di Media Sosial Tiktok (Studi Pada Mahasiswa Universitas Teknologi Sumbawa). 8(1), 82–90. http://jurnal.uts.ac.id/index.php/PSIMAWA
Ferrinadewi, E., & Hertanto, R. (2025). Gen Z Fear of Missing Out Behavior Effect to Online Impulsive Buying. SAJMR: Southeast Asian Journal of Management and Research, 3(3), 135-146. https://doi.org/10.61402/sajmr.v3i3.396
Fitriyani, P., Kartika Wulan Bhayangkari, S., & Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi, P. (2025). Pengaruh Live Streaming Tiktok Dan Fomo (Fear Of Missing Out) Terhadap Keputusan Pembelian Impulsif Produk Fast Fashion Pada Generasi Z Di Kota Jambi. In Jurnal Dinamika Manajemen (Vol. 13, Number 2).
Ghea Septia Atika Refasa, Heriyadi, Bintoro Bagus Purmono, Barkah, & Helma Malini. (2023). Do TikTok Discounts Livestream Triggers Gen Z Impulse Buying Behavior. International Journal of Scientific Research and Management, 11(01), 4439–4449. https://doi.org/10.18535/ijsrm/v11i01.em04
Gunawan, G., & Gunawan STIE Amkop Makassar, G. (2024). Fear of Missing Out (FOMO) as a Psychological Strategy in Digital Marketing-Fear of Missing Out (FOMO) as a Psychological Strategy in Digital Marketing. Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID, 3. https://doi.org/10.58471/esaprom.v3i02
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Richter, N. F., Hauff, S., & Thiele, K. O. (2021). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 33(2), 127–128.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hewei, T. (2022). Influence of online comments on clothing impulse buying behavior in mobile short video app live broadcast. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.913073
Hodkinson, C. (2019). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. https://doi.org/10.1080/13527266.2016.1234504
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2).
https://doi.org/10.1177/21582440231172678
Julianti, W., Yanovi, A., Magister Manajemen, P., Ekonomi, F., & Sriwijaya, U. (2026). Pengaruh Diskon Waktu Terbatas Dan Interaktivitas Siaran Langsung Terhadap Pembelian Impulsif Generasi Z Di E-Commerce Shopee Melalui Variabel Mediasi Takut Kehilangan Kesempatan (FOMO). Jurnal Manajemen Terapan Dan Keuangan (Mankeu), 15(02).
Khetarpal, M., & Singh, S. (2024). “Limited Time Offer”: Impact of Time Scarcity Messages on Consumer’s Impulse Purchase. Journal of Promotion Management, 30(2), 282–301. https://doi.org/10.1080/10496491.2023.2253228
Luo, W., & Lee, Y.-C. (2022). How Perceived Price Discount Influence on the Impulsive Consumption in the Context of Online Limited-Time Promotion: Moderating Effect of Perceived Time Pressure. 31, 209–232.
https://doi.org/10.5859/KAIS.2022.31.4.209
Luo, W., & Lee, ․young-Chan. (n.d.). How Perceived Price Discount Influence on the Impulsive Consumption in the Context of Online Limited-Time Promotion: Moderating Effect of Perceived Time Pressure* 1). 209–232.
Https://Doi.Org/10.5859/KAIS.2022.31.4.209
Hibatullah, H. Y., & Nanda, E. (2024). Efek Political Branding Dico Ganinduto Melalui TikTok pada Generasi Z Analisis Strategi Kampanye Digital di Pilgub Jateng 2024. Communicology: Jurnal Ilmu Komunikasi, 12(2), 306-330.
Ning, Z. E. (2021). List price and discount in a stochastic selling process. Marketing Science, 40(2), 366–387. https://doi.org/10.1287/mksc.2020.1257
Nur Rasyid, C., & Farida, L. (2023). The Effect Of Price Discount And Hedonic Shopping Value On Impulsive Buying At Tiktok Shop. 7(3), 2023.
Pangesti, G. I., Rohayati, N., & Pertiwi, A. (2025). Godaan Paylater: Peran Kontrol Diri Dan Fomo Dalam Pembelian Impulsif. Jurnal Penelitian Pendidikan, Psikologi Dan Kesehatan (J-P3K), 6(3), 1223-1231. https://doi.org/10.51849/j-p3k.v6i3.830
Philip Kotler, K. L. K. (2009). Marketing Management Pearson International edition Pearson one series (13th, illustrated ed.).
Putra, S. A., & Kusuma, E. A. (2026). Peran Fomo dalam Memediasi Pengaruh Flash Sale dan Gratis Ongkir terhadap Impulse Buying Gen Z pada Marketplace Shopee. Jurnal Sosial Dan Teknologi (SOSTECH), 6(4).
Rahma, N., Pangastuti, D., & Kusumaningtyas, D. (2025). Pengaruh FOMO (Fear of Missing Out), Flash Sale, Live Stream Shopping terhadap Impulsive Buying pada Konsumen Lip Produk di TikTok Shop.
Ramadhan, M. R., & Wardi, Y. (2025). Pengaruh Flash sale terhadap Impulse buying: Peran Emosi Positif sebagai Mediator pada pengguna Aplikasi Shopee. Jurnal Informatika Ekonomi Bisnis, 551-557. https://doi.org/10.37034/infeb.v7i3.1225
Rangaswamy, E., Nawaz, N., & Changzhuang, Z. (2022). The impact of digital technology on changing consumer behaviours with special reference to the home furnishing sector in Singapore. Humanities and Social Sciences Communications, 9(1). https://doi.org/10.1057/s41599-022-01102-x
Rizkiyah S, S. D. T. R. (2025). Pengaruh Diskon, Cashback, Gratis Ongkos Kirim
Saffanah, L., Handayani, P. W., & Sunarso, F. P. (2023). Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), 204–214. https://doi.org/10.1016/j.apmrv.2022.09.002
Saunders, M., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students. (8th ed.). Pearson International.
https://elibrary.pearson.de/book/99.150005/9781292208794
Susilawati, E., Prastiwi, E. H., & Kartika, Y. (2022). Pengaruh Persepsi Harga, Diskon, Dan Customer Experience Terhadap Loyalitas Pelanggan Produk Fashion Shopee. http://jurnal.stiekma.ac.id/index.php/JAMIN
Timoty, A., & Djong, A. M. R. (2026). Pengaruh Real-Time Interactivity Live Streaming Terhadap Impulse Buying Yang Dimediasi Oleh Perceived Enjoyment Dan FOMO Pada Gen_Z. Jurnal Minfo Polgan, 15(2), 1251–1261.
https://doi.org/10.33395/jmp.v15i2.16252
Verplanken, B., & Herabadi, A. (2001). Individual Differences in Impulse Buying Tendency: Feeling and No Thinking. European Journal of Personality, 15, S71–S83. https://doi.org/10.1002/per.423
Widodo, M. S. (2024). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling) (pp. 377–384). https://doi.org/10.2991/978-94-6463-244-6_56
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/J.JBUSRES.2018.08.032
Published
2026-07-21
How to Cite
Adilawati, N., Arifah, I., Amelia, R., & Wihara, D. (2026). The effect of live selling promotions and discounts on impulsive buying among generation Z for fashion products on Tiktok Shop Indonesia, with fear of missing out (FOMO) as a mediating variable. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1769-1785. https://doi.org/10.35508/jom.v19i2.29253
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