The Dual Influence: How Flash Sales and Fear of Missing Out (FOMO) Create a Synergistic Effect on Online Impulse Buying in TikTok Shop  (A Study of Generation Z in Indonesia)

Vina Ardiana; Nuri Purwanto

doi:10.55506/icdess.v3i1.161

Authors

Vina Ardiana ITEBIS PGRI Dewantara Jombang
Nuri Purwanto ITEBIS PGRI Dewantara Jombang

DOI:

https://doi.org/10.55506/icdess.v3i1.161

Keywords:

Flash Sale, FOMO, Impulse Buying, TikTok Shop, Generasi Z

Abstract

The development of digital marketing strategies has driven changes in consumer behavior, particularly in the context of impulse buying on e-commerce platforms. The purpose of this study is to examine the influence of Flash Sales and Fear of Missing Out (FOMO) on impulse buying of fashion products on TikTok Shop among Generation Z in Jombang City. This study employs a quantitative approach with a sample of 100 respondents who are TikTok Shop users and have previously purchased fashion products online. Data analysis was conducted using multiple linear regression with the assistance of the SPSS application as the analytical tool. The results of the study indicate that Flash Sales have a positive and significant effect on Impulse Buying. In addition, FOMO also has a positive and significant effect on Impulse Buying. Thus, it can be concluded that these two variables are the main drivers of impulsive buying behavior among Generation Z in purchasing fashion products on TikTok Shop.

Downloads

Download data is not yet available.

References

Anchanto. (2024). Indonesia E-Commerce Industry Report. Link: https://anchanto.com/indonesia-e-commerce-industry/

Amini, A., Musnaini, & Hendriyaldi. (2025). Pengaruh fear of missing out dan flash sale terhadap pembelian impulsif pada pengguna Shopee (Studi kasus pada mahasiswa Universitas Jambi). Riset Ilmu Manajemen Bisnis dan Akuntansi (RIMBA), 3(3), 76–89. https://doi.org/10.61132/rimba.v3i3.1985 DOI: https://doi.org/10.61132/rimba.v3i3.1985

Asyida, M. Z., & Ahmadi, M. A. (2025). Pengaruh FOMO (Fear of Missing Out) terhadap impulse buying pada suatu produk fashion di marketplace (Tokopedia). Mister: Journal of Management, Innovation, Social Science, Education, and Technology.

Faliha Utama, N., Surya Santosa, N., Honesta, J., Sharon Yong Sonbai, J., Lesley Koesnadi, V., Jonathan, E., Arthur Marcia, F., & Yulia Ningsih, R. (2024). Pengaruh E Commerce Terhadap Perilaku Impulsive Buying pada Generazi Z. Jurnal Manajemen dan Pemasaran Digital (JMPD), 2(3), 218–226. DOI: https://doi.org/10.38035/jmpd.v2i3.194

Fatika, R. A. (2024). 10 Negara dengan Pengguna TikTok Terbesar, Indonesia Urutan Berapa? GoodStats. https://data.goodstats.id/statistic/10 negara-dengan-pengguna 66 tiktok-terbesar indonesia-urutan-berapa-xFOgI

Fitryani, F., Nanda, A. S., & Aristyanto, E. (2021). Peran Impulsive Buying Saat Live Streaming Pada Masa Pandemi Covid-19 (Studi Kasus E-Commerce Shopee). Jurnal Masharif Al Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 6(2), 542–555. http://journal.um surabaya.ac.id/index.php/Mas/index

Gumilang, R. R., Sumiati, A., Tresnadi, A., April, U. S., Behavior, I. B., & Streaming, L. (2024). Pengaruh Flash Sale dan Live Streaming Terhadap Impulse Buying Behavior Pada Platform TikTok. Jurnal Ilmiah Manajemen, 15(3), 479–488. DOI: https://doi.org/10.32670/coopetition.v15i3.4813

Jodi, I. W. G. A. S. (2024). The Influence of Flash Sales, Online Customer Reviews, and Use Behavior Online Shopping Application on Impulsive Buying Behavior in Generation Y and Z Shopee Application Users in Bali. International Journal of Research and Review, 11(2), 458–466. https://doi.org/10.52403/ijrr.20240249 DOI: https://doi.org/10.52403/ijrr.20240249

Kementerian Perdagangan Republik Indonesia. (2024). Digitalisasi Perkuat Pengembangan Industri Modest Fashion.

Safitri, K., & Sukmana, Y. (2023). Survei Populix: 54 Persen Masyarakat RI Belanja di “E-commerce”, Mayoritas Gen Z. Kompas.

Sugiyono. (2019). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.

Periskop Insight. (2025). Transaksi Fesyen Daring Naik 82%.

Link: https://periskop.id/industri/20250926/transaksi-fesyen-daring-naik-8-persen-ini-produk-terlarisnya

Putri, L. S., Purnama, D. H., & Idi, A. (2019). Gaya hidup mahasiswa pengidap Fear of missing out di kota palembang. Jurnal Masyarakat & Budaya, 21(2), 129–148. https://jmb.lipi.go.id/jmb/article/view/867

Truong Hong-Ngoc. (2023). Fear of Missing Out (FOMO) and Impulsive Buying on TikTok Shop: A SOR Model Study. University of Economics Ho Chi Minh City.

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). Atlantis International BV. DOI: https://doi.org/10.2991/978-94-6463-244-6_56