Diana, Mila Irian (2026) Pengaruh Short-form Video Terhadap Impulse Buying: Peran Mediasi Emotional Arousal dan Fear Of Missing Out (FOMO) Sebagai Variabel Moderasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of social commerce driven by short-form videos has transformed the way consumers obtain product information and make online purchasing decisions. The engaging and interactive nature of short-form videos can influence consumers' psychological responses and encourage impulse buying behavior. This study aims to examine the effect of short-form videos on impulse buying, with emotional arousal serving as a mediating variable and Fear of Missing Out (FOMO) acting as a moderating variable among Generation Z TikTok users in Indonesia. This study employed a quantitative research approach using a survey method involving 140 respondents selected through purposive sampling. The respondents were Generation Z individuals aged 18–27 years in Indonesia who had watched short-form videos featuring or promoting products and had made spontaneous purchases after viewing such content. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that short-form videos have a positive effect on emotional arousal, and emotional arousal positively influences impulse buying. Furthermore, emotional arousal significantly mediates the relationship between short-form videos and impulse buying, while FOMO strengthens the relationship between emotional arousal and impulse buying. These findings suggest that the influence of short-form videos on impulse buying occurs through heightened consumers' emotional responses and becomes stronger among individuals with higher levels of FOMO. This study extends the application of the Stimulus–Organism–Response (S-O-R) theory within the context of social commerce and provides practical implications for digital marketers in designing effective content to stimulate consumers' purchasing behavior.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Mila Irian Diana | ||||||||
| Date Deposited: | 15 Jul 2026 02:02 | ||||||||
| Last Modified: | 15 Jul 2026 02:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55408 |
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