Published: 2026-10-01

The Effect of FOMO on Impulse Buying with Emotional Marketing as a Mediation Variable on TikTok Live

DOI: 10.35870/emt.v10i4.7101

Amanda Amanda, Dewi Santika
  • Amanda Amanda: Widya Dharma Pontianak
  • Dewi Santika: Widya Dharma Pontianak
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Abstract

This study investigates the impact of Fear of Missing Out (FOMO) on impulsive purchases, with emotional marketing as a mediating variable, among students in Pontianak who shop via TikTok Live. A quantitative method with an explanatory design was applied. Primary data were collected via a questionnaire distributed to 150 students selected through purposive sampling based on having shopped online, being exposed to emotional marketing, and being at least 17 years old. Data analysis used structural equation modeling (SEM) with AMOS. The findings reveal that FOMO has a positive and significant impact on impulsive buying. FOMO also has a positive and significant impact on emotional marketing. Furthermore, emotional marketing was found to have a positive and significant influence on impulsive buying. Sobel test results confirm that emotional marketing significantly mediates the influence of FOMO on impulsive buying. These findings suggest that the increase in impulsive purchasing behavior among students in Pontianak on TikTok Live is more influenced by the fear of missing out on trends, which is amplified through emotional marketing strategies such as urgency, exclusivity, and social validation. This study suggests that businesses need to effectively adopt and implement emotional marketing strategies to amplify FOMO's impact on consumers' spontaneous purchasing decisions.

Keywords

FOMO; Impulse Buying; Emotional Marketing; Buying Decision

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How to Cite

Amanda, A., & Santika, D. (2026). The Effect of FOMO on Impulse Buying with Emotional Marketing as a Mediation Variable on TikTok Live. Jurnal EMT KITA, 10(4), 2218-2227. https://doi.org/10.35870/emt.v10i4.7101
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 4 (2026)

  • Section: Articles

  • Published: 2026-10-01

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Author Biographies
Amanda Amanda, Widya Dharma Pontianak
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Widya Dharma Pontianak, Kota Pontianak, Provinsi Kalimantan Barat, Indonesia.

Dewi Santika, Widya Dharma Pontianak
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Widya Dharma Pontianak, Kota Pontianak, Provinsi Kalimantan Barat, Indonesia.

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