Pengaruh Fear Of Missing Out (Fomo) Terhadap Perilaku Impulsive Buying Pada Konsumen Live Commerce Tiktok  Produk Skincare Glad2glow Dengan Emotional Arousal  Sebagai Variabel Intervening

Dhian Nova Elysa; Monika Tiarawati

Authors

Dhian Nova Elysa Universitas Negeri Surabaya
Monika Tiarawati Universitas Negeri Surabaya

Keywords:

Fear of Missing Out (FOMO), Emotional Arousal, Impulsive Buying, Live Commerce TikTok, Glad2Glow

Abstract

Perkembangan live commerce telah mengubah cara konsumen berbelanja melalui pengalaman yang lebih interaktif. Glad2Glow meruapakan salah satu merek skincare yang berhasil memanfaatkan live commerce TikTok dengan mencatat penjualan yang sangat tinggi. Namun, data penjualan sekunder menunjukkan penjualan yang lebih rendah dan berfluktuasi. Perbedaan tersebut mengindikasikan bahwa tingginya penjualan live commerce tidak hanya dipengaruhi oleh karakteristik produk, tetapi juga diduga dipengaruhi oleh faktor psikolgis konsumen selama mengikuti siaran langsung. Penelitian ini bertujuan menganalisis pengaruh Fear of Missing Out (FOMO) terhadap Impuslive Buying dengan Emotional Arousal sebagai variabel intervening. Penelitian menggunakan pendekatan kuantitatif terhadap 280 repsonden dengan teknik purposive sampling dan dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjunjukkan bahwa FOMO berpengaruh positif dan signifikan terhadap Emotional Arousal dan Impulsibe Buying. Selain itu, Emotional Arousal terbukti memediasi hubungan tersebut secara parsial.

References

W. A. Social and Hootsuite, “Indonesia Digital Report 2022,” 2022.

A. Wongkitrungrueng and N. Assarut, “The role of live streaming in building consumer trust and engagement with social commerce sellers,” J. Bus. Res., vol. 117, pp. 543–556, Sep. 2020, doi: 10.1016/j.jbusres.2018.08.032.

L. Septiani, “Live Streaming TikTok Kalahkan Shopee di Indonesia ,” https://katadata.co.id/digital/e-commerce/63d356a76fdca/live-streaming-tiktok-kalahkan-shopee-di-indonesia?

A. Monicha, F. Sania, and P. Febriana, “Live Streaming TikTok Meningkatkan Penjualan dan Keterlibatan Merek di Indonesia,” 2023.

Euromonitor, “Beauty and Personal Care in Asia Pacific | Market Research Report | Euromonitor.” Accessed: Feb. 10, 2026.

N. L. Y. Rahma and T. Sudarwanto, “Pengaruh Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Produk Kosmetik Glad2glow,” 2024.

J. Astuti, R. Safitri, D. Santika Ulandari, S. Wulandari, and I. R. Putra, “Digital Business Insights Journal Analisis Strategi Pemasaran Tiktok Shop Di Era Digital A R T I C L E I N F O,” 2026.

“FastMoss - Eksplorasi Produk Viral TikTok Live, Hubungi Kreator GMV Tinggi, Analisis Kasus Live Streaming Sukses.” Accessed: Dec. 06, 2025. [Online]. Available: https://www.fastmoss.com/id/live/search?page=1&words=glad+to+glow

Kalodata Indonesia, “TOP 5 Toko dengan Pendapatan Tertinggi di TikTok Shop & Top Marketshare Perawatan Kecantikan.” Accessed: Jul. 01, 2026. [Online]. Available: https://www.instagram.com/p/DRtXpKckith/?img_index=1&igsh=MXhheTcyb215enA0Nw==

S. N. Aliya, A. Anwar, R. R. Abadi, M. I. Musa, and M. I. W. Haeruddin, “Pengaruh Kualitas Produk Terhadap Niat Beli Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Produk Glad2Glow (Studi Kasus Pada Mahasiswa Manajemen),” RIGGS: Journal of Artificial Intelligence and Digital Business, vol. 5, no. 1, pp. 4927–4943, Feb. 2026, doi: 10.31004/riggs.v5i1.6809.

A. K. Przybylski, K. Murayama, C. DeHaan, and V. Gladwell, “Motivational, Emotional, and Behavioral Correlates of Fear of Missing Out,” Comput. Human Behav., vol. 29, no. 4, pp. 1841–1848, 2013, doi: 10.1016/j.chb.2013.02.014.

A. Mehrabian and J. A. Russell, An Approach to Environmental Psychology. MIT Press, 1974.

D. W. Rook, “The buying impulse,” Journal of Consumer Research, vol. 14, no. 2, pp. 189–199, 1987.

S. E. Beatty and M. E. Ferrell, “Impulse buying: Modeling its precursors,” Journal of Retailing, vol. 74, no. 2, pp. 169–191, 1998.

M. Zhang, F. Qin, G. Wang, and C. Luo, “The Impact of Live Video Streaming on Online Purchase Intention,” Journal of Retailing and Consumer Services, vol. 55, 2020.

S. Ghaniyah and P. Rufaidah, “Pengaruh FOMO pada Event Twin Date terhadap Impulsive Buying,” 2024.

D. Ngoc Nguyen and D. Van Nguyen, “FOMO and the Impulsive Purchasing Behavior of Young People,” European Journal of Business and Management Research, vol. 10, no. 3, pp. 41–47, May 2025, doi: 10.24018/ejbmr.2025.10.3.2638.

T. N. Q. Doan and H. T. Lee, “Relationships between FoMO, Flow, and Impulse Purchase: Focusing on TikTok Social-commerce Platform,” Journal of Distribution Science, vol. 21, no. 11, pp. 91–101, 2023, doi: 10.15722/jds.21.11.202311.91.

C. Belluci and Y. Dewi, “Pengaruh Live Streaming Shopee dengan Perspektif Pembelian Impulsif Pada Generasi Z di Luar Pulau Jawa,” 2025. [Online]. Available: https://ejournal.upi.edu/index.php/IJDB

E. Turban, J. Outland, D. King, J. K. Lee, T.-P. Liang, and D. C. Turban, “Springer Texts in Business and Economics Electronic Commerce 2018 A Managerial and Social Networks Perspective Ninth Edition,” 2018. [Online]. Available: http://www.springer.com/series/10099

D. Alt, “College students’ academic motivation, media engagement and fear of missing out,” Comput. Human Behav., vol. 49, pp. 111–119, 2015.

K. Good and M. R. Hyman, “‘Fear of missing out’ marketing communications,” Journal of Marketing Communications, vol. 26, no. 7, pp. 653–673, 2020.

A. Groeppel-Klein, “Arousal and consumer in-store behavior,” Brain Res. Bull., vol. 67, no. 5, pp. 428–437, 2005, doi: https://doi.org/10.1016/j.brainresbull.2005.06.012.

M. M. Bradley and P. J. Lang, “Emotion and motivation,” 2007.

Sugiyono, Metode penelitian kuantitatif, kualitatif, dan R&D. 2017.

J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, Multivariate data analysis. 2010.

Sugiyono, Metode penelitian kuantitatif. 2020.

J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, A primer on partial least squares structural equation modeling (PLS-SEM). 2015.