The Effect Of Sales Promotions And Fomo On Impulse Buying With Paylater Payment Method As A Moderating Variable During Tiktok Live Streaming

Ledi Cahaya Sibuea; Dorothy R. H. Pandjaitan; Roslina

doi:10.63922/ijebir.v5i03.3227

Ledi Cahaya Sibuea Faculty of Economics and Business, University of Lampung, Indonesia
Dorothy R. H. Pandjaitan Faculty of Economics and Business, University of Lampung, Indonesia
Roslina Faculty of Economics and Business, University of Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i03.3227

Keywords: Keywords: Sales Promotion, FoMO, Paylater Payment Method, Impulse Buying, Live Streaming

Abstract

This study examines the influence of sales promotion and Fear of Missing Out (FoMO) on impulse buying behavior, as well as the moderating role of the buy now pay later (paylater) payment method in TikTok live streaming. A quantitative approach was employed using data collected through an online questionnaire from users who have made purchases via live streaming. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS).The results indicate that sales promotion and FoMO significantly influence impulse buying. In addition, the paylater payment method strengthens the relationship between sales promotion and FoMO on impulse buying. These findings suggest that impulse buying behavior in live streaming e-commerce is driven by a combination of marketing strategies, psychological factors, and financial convenience.

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