The Influence of Brand Trust, Live Commerce, and Flash Sale on Impulse Buying Mediated by FOMO on Sattka's TikTok Account

Alfianti Eka Putri Anggraini; Ani Wulandari

Alfianti Eka Putri Anggraini Universitas Narotama
Ani Wulandari Universitas Narotama

Keywords: Brand Trust, Flash Sale, FOMO, Impulse Buying, Live Commerce

Abstract

This study aims to analyze the influence of brand trust, live commerce, and flash sales on impulse buying, FOMO as a mediating variable among Sattka's TikTok consumers. This research adopts a quantitative approach focusing on active social media users who follow Sattka’s official TikTok account, watch its live streams, and purchase Sattka’s products. Primary data were gathered via online questionnaires using purposive sampling with 130 respondents. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) via SmartPLS 4. Results prove that brand trust, live commerce, and flash sales positively and significantly affect impulse buying directly. Additionally, brand trust and flash sales significantly increase consumer FMOO, whereas live commerce does not. Furthermore, FOMO positively and significantly influences impulse buying. Mediation analysis confirms that FOMO significantly mediates the effects of brand trust and flash sales on impulse buying. Conversely, FOMO fails to mediate the effect of live commerce on impulse buying, as live commerce drives impulsive purchases directly through visual appeal and interactivity rather than FOMO anxiety. These findings highlight distinct direct and indirect mechanisms driving digital social commerce impulse buying.

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