The Analysis of livestream as an Intervening Variable in Gen Z

This research discusses consumer behavior toward unplanned purchasing, or what is popularly referred to as impulsive buying, in an online setting. The variables considered are Fear of Missing Out (FoMO), Price Perception, and Hedonism, and their effect on purchasing habits, with live streaming as a mediating variable for Generation Z TikTok Shop users. FoMO is a psychological state of anxiety regarding missing out on experiences that are appreciated by others. Price Perception refers to the act of deciphering price options based on obtained information in order to develop a sense of a product's pricing. Hedonism, on the other hand, refers to the tendency to seek pleasure and enjoyment. Generation Z, with its technological and social media savviness, often exhibits spontaneous buying tendencies in the case of online shopping, particularly on highly used apps like TikTok Shop. This research is quantitative in nature with survey techniques on 243 respondents of Generation Z who are active on TikTok Shop in Jakarta, Bogor, Depok, Tangerang, and Bekasi—locations that significantly contribute to the population and economic growth of Indonesia. The findings show that there is a positive correlation between FoMO and Price Perception variables and online impulsive buying, while Hedonism did not have any effect. In addition, Generation Z's engagement with live streaming shows a substantial positive effect on all three independent variables associated with impulsive consumer behavior. The results offer essential insight for e-commerce professionals who aim to create more effective marketing strategies by utilizing drivers that can strengthen and stimulate impulsive buying behavior among Generation Z consumers.