Pengaruh Affiliate Marketing, Live Streaming, dan Fear of Missing Out (FOMO) terhadap Purchase Decision Produk Hanasui pada TikTok Shop

Zakiah, Siti (2026) Pengaruh Affiliate Marketing, Live Streaming, dan Fear of Missing Out (FOMO) terhadap Purchase Decision Produk Hanasui pada TikTok Shop. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of affiliate marketing, live streaming, and fear of missing out (FOMO) on the decision to purchase Hanasui products on TikTok Shop. The research question is whether these three variables have a partial or simultaneous effect on purchasing decisions. This study uses a quantitative research method. The population in this study is TikTok Shop users. The number of TikTok Shop users is dynamic, so the population size is not known with certainty. Therefore, the sample in this study was determined using the Lemeshow formula, which is used when the population size is unknown. The sampling technique used purposive sampling with the criteria of TikTok Shop users who had purchased Hanasui products. The sample size was 96 respondents. Data was collected through questionnaires and then processed using SPSS version 26. The results show that affiliate marketing has a positive and significant effect on purchasing decisions (t count 4.757 > t table 1.986; sig 0.000 < 0.05), live streaming has a positive and significant effect on purchasing decisions (t count 4.655 > t table 1.986; sig 0.000 < 0.05), and fear of missing out has a positive and significant effect on purchasing decisions (t count 2.468 > t table 1.986; sig 0.000 < 0.05). Simultaneously, the three variables have a significant effect on purchasing decisions (F count 79.749 > F table 2.70; sig 0.000 < 0.05). The coefficient of determination (R²) value of 0.713 indicates that 71.3% of the variation in purchasing decisions can be explained by the variables of affiliate marketing, live streaming, and fear of missing out. Based on the research results, affiliate marketing, live streaming, and fear of missing out (FOMO) are proven to have a positive and significant effect on purchasing decisions on TikTok Shop.

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