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Abstract

Perkembangan live commerce telah mengubah perdagangan digital menjadi pengalaman berbelanja yang interaktif, menghibur, dan berlangsung secara real-time. Di Indonesia, TikTok Shop menjadi salah satu platform social commerce yang berkembang pesat, terutama di kalangan Generasi Z yang memiliki tingkat literasi digital dan intensitas penggunaan media sosial yang tinggi. Meskipun penelitian mengenai live commerce terus meningkat, kajian yang mengintegrasikan Host Credibility dan Entertainment terhadap Impulse Buying melalui Fear of Missing Out (FoMO) masih terbatas, khususnya pada konteks TikTok Shop di Indonesia. Penelitian ini bertujuan menganalisis pengaruh Host Credibility dan Entertainment terhadap Impulse Buying melalui FoMO pada mahasiswa Generasi Z di Kota Makassar. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Data dikumpulkan melalui kuesioner berskala Likert lima poin dari mahasiswa Generasi Z pengguna TikTok Shop yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4. Model penelitian dikembangkan berdasarkan Stimulus-Organism-Response (S-O-R) Theory serta didukung oleh Social Presence Theory dan Flow Theory. Sintesis literatur internasional periode 2023–2026 menunjukkan bahwa Host Credibility dan Entertainment berperan sebagai stimulus yang meningkatkan FoMO, yang selanjutnya mendorong Impulse Buying. Penelitian ini diharapkan memperkaya pengembangan teori perilaku konsumen digital sekaligus memberikan implikasi praktis bagi pelaku live commerce dalam merancang strategi komunikasi pemasaran yang lebih efektif untuk meningkatkan keterlibatan dan keputusan pembelian konsumen.


 


Kata Kunci: Live Commerce, TikTok Shop, Host Credibility, Entertainment, Fear of Missing Out, Impulse Buying

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Haritza, D., Sari, N. K., Asrul, I., & Nurdin, N. (2026). Live Commerce on TikTok Shop: The Influence of Host Credibility and Entertainment on Impulse Buying through Fear of Missing Out among Generation Z Students in Makassar City. Economics and Digital Business Review, 7(2), 449–465. https://doi.org/10.37531/ecotal.v7i2.4013
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