ANALISIS PENGARUH FITUR LIVE STREAMING TIKTOK DAN KEPERCAYAAN KONSUMEN TERHADAP PERILAKU IMPULSE BUYING MELALUI FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI PADA PELANGGAN ONLINE THRIFT SHOP DI KOTA KUPANG
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Penelitian ini bertujuan untuk menganalisis pengaruh fitur live streaming TikTok dan kepercayaan konsumen terhadap perilaku impulse buying dengan Fear of Missing Out (FOMO) sebagai variabel mediasi pada pelanggan online thrift shop di Kota Kupang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan pelanggan online thrift shop yang pernah melakukan pembelian melalui live streaming TikTok. Teknik analisis yang digunakan adalah Partial Least Square–Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS versi 4.1.1.7. Hasil penelitian menunjukkan bahwa fitur live streaming TikTok dan kepercayaan konsumen tidak berpengaruh langsung terhadap perilaku impulse buying pelanggan online thrift shop di Kota Kupang. Namun, Fear of Missing Out (FOMO) terbukti berpengaruh positif dan signifikan terhadap impulse buying. Selain itu, Fear of Missing Out (FOMO) mampu memediasi pengaruh fitur live streaming TikTok dan kepercayaan konsumen terhadap impulse buying. Temuan tersebut mengindikasikan bahwa pelaku usaha online thrift shop di Kota Kupang perlu mengoptimalkan strategi live streaming dengan menciptakan interaksi yang aktif dan mampu memicu Fear of Missing Out (FOMO) guna mendorong pembelian impulsif. Selain itu, pelaku usaha juga perlu menjaga konsistensi kualitas produk dan pelayanan untuk mempertahankan kepercayaan konsumen dan mendorong pembelian berulang.
Kata Kunci : Fitur Live Streaming TikTok, Kepercayaan Konsumen, Fear of Missing Out, Impulse Buying
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