Article Sidebar

Download
PDF

Main Article Content

Abstract

This study aims to examine the influence of live streaming engagement, gamification, and interactive marketing on impulse buying behaviour of Kahf skincare products on TikTok, with Fear of Missing Out (FOMO) as a mediating variable. A quantitative approach was employed using purposive sampling, involving 220 Generation Z respondents in Indonesia who had previously made impulsive purchases of Kahf products via TikTok. Data were collected through a questionnaire consisting of 22 indicators and analysed using Structural Equation Modelling–Partial Least Square (SEM-PLS) with the SmartPLS version 4.1.1.2 application. The results indicate that live streaming engagement, gamification, and interactive marketing have a positive and significant effect on impulse buying. These three variables also significantly influence FOMO. Furthermore, FOMO has a positive and significant effect on impulse buying and significantly mediates the influence of gamification and interactive marketing on impulse buying. However, FOMO does not significantly mediate the relationship between live streaming engagement and impulse buying. These findings highlight the importance of participatory, competitive, and emotionally engaging digital strategies in stimulating impulse buying behaviour among Generation Z TikTok users.

Keywords

Live Streaming Gamification Interactive Marketing FOMO Impulse Buying TikTok Generation Z Kahf Skincare

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Prananta, P. R. W., & Darma, G. S. (2025). The Effect of Live Streaming, Gamification, and Interactive Marketing on Impulse Buying Behaviour of Kahf Products on TikTok with FOMO as a Mediating Variable. Amkop Management Accounting Review (AMAR), 5(2), 1463–1477. https://doi.org/10.37531/amar.v5i2.3052
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abas, N., Hussin, H., & Ngatini, M. R. (2025). Streaming Success: Harnessing The Power Of Fomo In Live Marketing Strategies. International Journal Of Entrepreneurship And Management Practices, 8(29), 221–243. Https://Doi.Org/10.35631/Ijemp.829015
  2. Alfarisi, A. R., & Sukaris, S. (2024). The Influence Of Live Streaming, Fear Of Missing Out (Fomo), And E-Wom On Purchase Decisions In Tiktok Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2677–2686. Https://Doi.Org/10.37641/Jimkes.V12i6.2958
  3. Ali, H. (2022, June 27). Gen Z: Millennial 2.0? Perbedaan Karakter Dan Perilakunya - Alvara Strategic Gen Z: Millennial 2.0? Perbedaan Karakter Dan Perilakunya. Alvara-Strategic.Com. Https://Alvara-Strategic.Com/Gen-Z-Millennial-2-0-Perbedaan-Karakter-Dan-Perilakunya/
  4. Always Mahena, Diah Sofiah, & Isrida Yul Arifiana. (2025). The Relationship Of Positive Emotions And Fear Of Missing Out With Impulsive Buying Tendency In Gen Z. Jurnal Multidisiplin Madani, 5(2), 80–87. Https://Doi.Org/10.55927/Mudima.V5i2.44
  5. Antara. (2024). Gen Z Cenderung Antusias Pada Industri Kecantikan - Antara News. Https://Www.Antaranews.Com/Berita/4243835/Gen-Z-Cenderung-Antusias-Pada-Industri-Kecantikan
  6. Aprilia, R. W., & Alfansi, L. (2024). Play To Purchase: Exploring Gamification And Visual Design Impact On Impulse Buying In M-Commerce. Formosa Journal Of Multidisciplinary Research, 3(1). Https://Doi.Org/10.55927/Fjmr.V3i1.7925
  7. Badan Pusat Statistik. (2022). Statistik E-Commerce 2022. Badan Pusat Statistik Nasional. Https://Www.Bps.Go.Id/Publication/Download.Html?Nrbvfeve=Zdixnt G5owuxm2i4owu1mtzjywe3ytq0&Xzmn=Ahr0chm6ly93d3 Cuynbzlmdvlmlkl3b1ymxpy2f0aw9ulziwmjivmtivmtkvzdix Ntg5owuxm2i4owu1mtzjywe3ytq0l3n0yxrpc3rpay1llw Nvbw1lcmnlltiwmjiuahrtbapersen3dpersen3d&Twoadfnoarfeauf =Mjaymy0wmy0ymcaxmto0mdowmqpersen3dpersen3d
  8. Bambang Mudjiyanto, Priatna Kusuma, Hafzotillah, & Launa. (2025). Fomo, Impulsive Buying, Dan Perilaku Konsumtif Gen Z. Komversal, 7(1), 234–248. Https://Doi.Org/10.38204/Komversal.V7i1.2250
  9. Basaran, U. (2022). Gamification In Marketing (Pp. 137–165). Https://Doi.Org/10.4018/978-1-7998-9223-6.Ch007
  10. Budree, A., Driver, W., Pandle, A., & Tanaka, G. (2021). The Impact Of Social Media Marketing On Impulse Buying (Pp. 54–65). Https://Doi.Org/10.1007/978-3-030-77685-5_5
  11. Chang, S. E., & Yu, C. (2023). Exploring Gamification For Live-Streaming Shopping—Influence Of Reward, Competition, Presence And Immersion On Purchase Intention. Ieee Access, 11, 57503–57513. Https://Doi.Org/10.1109/Access.2023.3284033
  12. Chen, C.-C., & Lin, Y.-C. (2018). What Drives Live-Stream Usage Intention? The Perspectives Of Flow, Entertainment, Social Interaction, And Endorsement. Telematics And Informatics, 35(1), 293–303. Https://Doi.Org/10.1016/J.Tele.2017.12.003
  13. Chrąchol-Barczyk, U. (2018). Live Streaming And Its Reception Among The Recipients. European Journal Of Service Management, 26, 29–35. Https://Doi.Org/10.18276/Ejsm.2018.26-04
  14. Cong, T. T., & My, D. N. (2024, December 1). Fomo Marketing And Conspicuous Consumption: The Mediating Role Of Brand Trust On Social Media. Proceedings “The 12th International Conference On Emerging Challenges: Sustainable Strategies In The Data-Driven Economy”. November 1st – 2 Nd, 2024 Thanh Hoa, Vietnam. Https://Doi.Org/10.15625/Vap.2025.0025
  15. Cynthia, R. (2024). Exploring The Factors That Impact Impulse Purchase Intention In Tiktok Live Streaming Shopping In Indonesia. International Journal Of Electronic Commerce Studies, 15(2), 21–62. Https://Doi.Org/10.7903/Ijecs.2279
  16. Deng, X. (2025). Live Streams Effect On Generation Z’s Impulsive Shopping Behavior. Advances In Economics, Management And Political Sciences, 154(1), 167–172. Https://Doi.Org/10.54254/2754-1169/2024.19617
  17. Elhai, J. D., Yang, H., & Montag, C. (2021). Fear Of Missing Out (Fomo): Overview, Theoretical Underpinnings, And Literature Review On Relations With Severity Of Negative Affectivity And Problematic Technology Use. Brazilian Journal Of Psychiatry, 43(2), 203–209. Https://Doi.Org/10.1590/1516-4446-2020-0870
  18. Gao, L., & Zhao, X. (2023). The Impact Of Gamification Of M-Commerce Platforms On Users’ Impulse Buying Behavior. Academic Journal Of Business & Management, 5(24). Https://Doi.Org/10.25236/Ajbm.2023.052405
  19. Ghaniyah, S. H. (2024). The Impact Of Fear Of Missing Out On Impulsive Buying. International Journal Of Business Studies, 8(3), 220–232. Https://Doi.Org/10.32924/Ijbs.V8i3.342
  20. Ghozali, I. (2016). Aplikasi Analisis Multivariete Spss 23.
  21. Ghozali, I. (2021). Partial Least Squares Konsep, Teknik Dan Aplikasi Menggunakan Program Smartpls 3.2.9 Untuk Penelitian Empiris (3rd Ed.). Universitas Diponegoro Semarang.
  22. Habib, S., & Almamy, A. (2025). Impact Of Fomo On Social Media Engagement And Impulse Buying Of Lifestyle Products: Mediation Analysis. Journal Of Innovative Digital Transformation, 2(2), 176–195. Https://Doi.Org/10.1108/Jidt-01-2025-0004
  23. Hair Jr, J. F., C. Black, W., J.Babin, B., & E.Anderson, R. (2019). Multivariate Data Analysis. In Cengage.
  24. Hudha, I. A. (2021). Keterjangkauan Teknologi Informasi Dalam Live Streaming Shopping Untuk Menciptakan Minat Pembelian Pada E-Commerce Shopee [Skripsi]. Universitas Muhammadiyah Surakarta.
  25. Idn Research Institute. (2022). Indonesia Gen Z Report 2022. Idn Reaserch Institute. Https://Www.Imgs.Idntimes.Com/
  26. Kaddouhah, M. (2024). An Economic Definition Of ‘Fear Of Missing Out’ (Fomo). Finance Research Letters, 63, 105344. Https://Doi.Org/10.1016/J.Frl.2024.105344
  27. Kao, C.-Y., & Huang, C. (2024). Investigating The Impact Of Fear Of Missing Out On Inaction Inertia In Live Streaming Purchase Intention. Aslib Journal Of Information Management. Https://Doi.Org/10.1108/Ajim-01-2024-0030
  28. Kartika, D., Fardhani, M. H., & Anggraeni, R. D. (2025). Hubungan Fomo Boneka Labubu Terhadap Impulsif Buying Generasi Z Di Kota Surabaya. Akademik: Jurnal Mahasiswa Humanis, 5(1), 588–594. Https://Doi.Org/10.37481/Jmh.V5i1.1303
  29. Khoi, N. H., Le, A. N.-H., & Nguyen Dong, P. (2023). A Moderating – Mediating Model Of The Urge To Buy Impulsively In Social Commerce Live-Streaming. Electronic Commerce Research And Applications, 60, 101286. Https://Doi.Org/10.1016/J.Elerap.2023.101286
  30. Kurnia, E. (2025, February 5). Generasi Z Paling Getol Belanja Produk Kecantikan Dibandingkan Milenial . Kompas.Id. Https://Www.Kompas.Id/Artikel/Generasi-Z-Paling-Getol-Belanja-Produk-Kecantikan-Dibanding-Milenial
  31. Larisu, Z. (2024). The Impact Of Social Media Use On Gen Z Mental Health: The Relationship Between Fomo And Social Anxiety. Psikologiya Journal, 1(4), 13–21. Https://Doi.Org/10.62872/0qcq7y15
  32. Lidwina, A. (2021, June 9). Gaji Generasi Z Dan Milenial Banyak Dibelanjakan Di E-Commerce. Databoks.Katadata.Co.Id. Https://Databoks.Katadata.Co.Id/Teknologi-Telekomunikasi/Statistik/Bf9d8cc8981da53/Gaji-Generasi-Z-Dan-Milenial-Banyak-Dibelanjakan-Di-E-Commerce
  33. Lin, S.-C., & Lee, Y.-Y. (2024). Explaining The Gift-Giving Intentions Of Live-Streaming Audiences Through Social Presence: The Perspective Of Interactive Marketing. Journal Of Research In Interactive Marketing, 18(5), 945–969. Https://Doi.Org/10.1108/Jrim-01-2024-0030
  34. Makmor, N., Hafiz, K. A., Anuar, A., & Sofian, F. (2024). Impact Of Para-Social Interaction On Impulsive Buying Through Live-Streaming Shopping Website. Environment And Social Psychology, 9(5). Https://Doi.Org/10.54517/Esp.V9i5.2089
  35. Maryam, S., & Wahyuningsih, S. (2018). Pengaruh Transaksi C2c Commerce Terhadap Perilaku Impulsive Buying (Servei Pada Konsumen Pt Shopee International Indonesia). Interkomunika, 3(1), 1. Https://Doi.Org/10.33376/Ik.V3i1.146
  36. Masitoh, M. R., Wibowo, H. A., Prihatma, G. T., & Miharja, D. T. (2024). The Influence Of Interactivity, Online Customer Reviews, And Trust On Shopee Live Streaming Users’ Impulse Buying. Greenomika, 6(1), 41–53. Https://Doi.Org/10.55732/Unu.Gnk.2024.06.1.5
  37. Mason, O., Collman, S., Kazamia, S., & Boureanu, I. (2023). Preparing Uk Students For The Workplace: The Acceptability Of A Gamified Cybersecurity Training. Journal Of Cybersecurity Education Research And Practice, 2024(1). Https://Doi.Org/10.32727/8.2023.35
  38. Michalski, E. (2017). Interactive Marketing Management. 63, 289–297. Https://Consensus.App/Papers/Interactive-Marketing-Management-Michalski/D982ca72d049535993ba93a6ee791e05/
  39. Milyavskaya, M., Saffran, M., Hope, N., & Koestner, R. (2018). Fear Of Missing Out: Prevalence, Dynamics, And Consequences Of Experiencing Fomo. Motivation And Emotion, 42(5), 725–737. Https://Doi.Org/10.1007/S11031-018-9683-5
  40. Moch Diki Yulianto, Monicha Dewi Anggraeni, Alivia Alviasari, Muhammad Adi Wicaksono, Maya Maya, Rahma Amelia, & Rama Wijaya Abdul Rozak. (2024). Pengaruh Fear Of Missing Out (Fomo) Di Media Sosial Terhadap Kesehatan Keuangan Generasi Z. Jurnal Bisnis Kreatif Dan Inovatif, 1(2), 80–88. Https://Doi.Org/10.61132/Jubikin.V1i2.99
  41. Mukti, A. H., Sastrodiharjo, I., & Hariyanto, O. I. B. (2024). Financial Literacy, Financial Management, Social Legitimacy And Being Fomo On Impulsive Buying: Evidence On Leisure Activity Coldplay Concert Euphoria On Indonesian Gen Z Generation. Atestasi : Jurnal Ilmiah Akuntansi, 7(1), 639–660. Https://Doi.Org/10.57178/Atestasi.V7i1.843
  42. Mulhern, F. J. (2010). Direct And Interactive Marketing. In Wiley International Encyclopedia Of Marketing. Wiley. Https://Doi.Org/10.1002/9781444316568.Wiem01020
  43. Özer Canarslan, N. (2025). Online Alışverişte Kıtlık Etkisi, Fomo Ve Sürü Davranışının Anlık Satın Alma Üzerindeki Rolü. Business & Management Studies: An International Journal, 13(1), 243–262. Https://Doi.Org/10.15295/Bmij.V13i1.2521
  44. Rinlohokyana, R., & Bismo, A. (2024). Unveiling The Psychology Of Clicks: How Live-Streaming On Social Commerce Sparks Impulse Buys In The Digital Native Generation. 2024 International Conference On Information Management And Technology (Icimtech), 212–217. Https://Doi.Org/10.1109/Icimtech63123.2024.10780805
  45. Roteng, M. T., & Harsono, Y. T. (2022). Hubungan Self-Esteem Dan Impulsive Buying Pada Produk Skincare Pengikut Akun Mention Confession Di Twitter. Jurnal Flourishing, 2(11), 704–712. Https://Doi.Org/10.17977/10.17977/Um070v2i112022p704-712
  46. Shao, Z., Zhang, L., Zhang, R., & Pan, Z. (2019). Impact Of Gamification On Consumers’ Online Impulse Purchase: The Mediating Effect Of Affect Reaction And Social Interaction. 21. Https://Consensus.App/Papers/Impact-Of-Gamification-On-Consumers-Online-Impulse-Shao-Zhang/C1d353bdc7ca5fcbb8ccce3042d05055/
  47. Silva, J., Pinho, J. C., Soares, A., & Sá, E. (2019). Antecedents Of Online Purchase Intention And Behaviour: Uncovering Unobserved Heterogeneity. Journal Of Business Economics And Management, 20(1), 131–148. Https://Doi.Org/10.3846/Jbem.2019.7060
  48. Tai, H., & Tu, T. T. (2023). Impact Of Gamification On Genz Impulse Buying Behavior: Evidence From Shopee Application In The Vietnamese Market. Global Research Review In Business And Economics, 9(5), 45–57. Https://Doi.Org/10.56805/Grrbe.23.9.5.36
  49. Tereshchenko, M. (2020). The Impact Of Social Media On Impulse Buying Among Swiss Female Millennials For Online Clothing Businesses [Thesis, University Of Plymouth]. Https://Doi.Org/10.13140/Rg.2.2.10985.72806
  50. Wang, C. L. (2021). New Frontiers And Future Directions In Interactive Marketing: Inaugural Editorial. Journal Of Research In Interactive Marketing, 15(1), 1–9. Https://Doi.Org/10.1108/Jrim-03-2021-270
  51. Yu, C.-Y., & Lo, R.-A. (2020). Factors Affecting Customers’ Purchase Intentions In Live Streaming Shopping. 3, 1–12. Https://Doi.Org/10.6885/Jmds.202012_3(2).0001
  52. Zhang, M., & Shi, G. (2022). Consumers’ Impulsive Buying Behavior In Online Shopping Based On The Influence Of Social Presence. Computational Intelligence And Neuroscience, 2022, 1–8. Https://Doi.Org/10.1155/2022/6794729
  53. Zhang, Xiaochen, & Rosli, N. (2025). Fomo, Social Validation And Impulse Buying In Live Streaming E-Commerce. Journal Of Ecohumanism, 4(1). Https://Doi.Org/10.62754/Joe.V4i1.6278
  54. Zhang, Xiaoping, Cheng, X., Huang, X., & Li, H. (2022). Investigating Impulse Buying Behavior In Live Streaming Commerce: The Role Of Social Presence. Https://Doi.Org/10.24251/Hicss.2022.170

Similar Articles

<< < 1 2 3 4 5 6 7 > >> 

You may also start an advanced similarity search for this article.