PENGARUH FOMO DAN DISKON PROMOSI TERHADAP PEMBELIAN IMPULSIF DI LIVE SHOPPING TIKTOK PADA GEN Z DI YOGYAKARTA

Authors

  • Fentia Swiengki Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author
  • Nerys Lourensius L. Tarigan Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author

Abstract

This study aims to analyze the effect of FOMO and Promotional Discounts on Impulsive Buying in TikTok Live Shopping among Generation Z in Yogyakarta. The hypothesis states that both variables have a significant effect on impulsive buying. The data analysis technique used is multiple linear regression analysis and model feasibility test (F-test) using SPSS software. This study applies a quantitative approach by distributing questionnaires to 100 Generation Z respondents in Yogyakarta. The research findings through the t-test prove that FOMO has a significant effect on impulsive buying, and promotional discounts also have a significant effect. The F-test results show a significance value of 0.000 < 0.05, indicating that the regression model is feasible for use.

Keywords: FOMO, Promotional Discount, Impulsive Buying, Generation Z

Downloads

Download data is not yet available.

Downloads

Published

2026-07-08

Issue

Vol. 23 No. 1 (2026)

Section

Articles

How to Cite

PENGARUH FOMO DAN DISKON PROMOSI TERHADAP PEMBELIAN IMPULSIF DI LIVE SHOPPING TIKTOK PADA GEN Z DI YOGYAKARTA. (2026). Jurnal Optimal, 23(1), 83-94. https://jurnal.stieieu.ac.id/index.php/opt/article/view/196

Most read articles by the same author(s)