Pengaruh Live Streaming dan Fear of Missing Out (FOMO) Terhadap Keputusan Pembelian Sepatu Kolaborasi Aerostreet di Shopee pada Kecamatan Cibinong
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Abstract
The rapid growth of e-commerce has encouraged businesses to adopt live streaming as an interactive marketing tool that facilitates real-time communication with consumers. In addition, the limited availability of Aerostreet collaboration products may generate fear of missing out (FOMO), which can influence consumers’ purchase decisions. This study aims to examine the effects of live streaming and FOMO on consumers’ purchase decisions for Aerostreet collaboration shoes on Shopee in Cibinong District. This study employed a quantitative research design with an associative approach. Data were collected through an online questionnaire administered to 110 respondents selected using a non-probability sampling technique with a purposive sampling method. The data were analyzed using SPSS version 26. The results indicate that live streaming has a positive and significant effect on purchase decisions (t = 5.376, p < 0.001). FOMO also has a positive and significant effect on purchase decisions (t = 2.539, p = 0.013). Furthermore, live streaming and FOMO simultaneously have a significant effect on purchase decisions (F = 20.764, p < 0.001). These findings demonstrate that interactive live-streaming activities and consumers’ fear of missing limited product offerings are relevant factors associated with purchase decisions for Aerostreet collaboration products on Shopee.
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References
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