Analysis of The Effect of Live Shopping, Influencer Marketing, and Fear of Missing Out on Purchase Decision Through Brand Trust on Glad2glow Products in Tiktok Shop Among Gen Z in Surabaya

Clarrisa Kurnia Fitriani; Ida Bagus Cempena; Estik Hari Prastiwi

doi:10.59890/ijma.v4i3.5

Authors

Clarrisa Kurnia Fitriani Universitas 17 Agustus 1945 Surabaya
Ida Bagus Cempena Universitas 17 Agustus 1945 Surabaya
Estik Hari Prastiwi Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.59890/ijma.v4i3.5

Keywords:

Live Shopping, Influencer Marketing, Fear of Missing Out (FOMO), Brand Trust, Purchase Decision

Abstract

This study aims to examine the influence of Live Shopping, Influencer Marketing, and Fear of Missing Out (FOMO) on Purchase Decisions through Brand Trust for Glad2Glow products on TikTok Shop among Generation Z in Surabaya. A quantitative approach was employed using a survey method involving 200 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Live Shopping, Influencer Marketing, and FOMO significantly affect Brand Trust and Purchase Decisions. Brand Trust also significantly affects Purchase Decisions and mediates the relationships between Live Shopping, Influencer Marketing, FOMO, and Purchase Decisions. These findings demonstrate the important role of Brand Trust in explaining the relationship between digital marketing strategies and consumer purchase decisions for Glad2Glow products on TikTok Shop.

References

Adriana, Y., & Syaefulloh, S. (2023). The Influence of Influencer Marketing and Affiliate Marketing on Purchase Decisions through Online Customer Reviews of Women's Bags on Shopee Affiliate (A Case Study on Gen Z in Pekanbaru City). Al Qalam: Journal of Religious and Social Sciences, 17(6), 3993. https://doi.org/10.35931/aq.v17i6.2823

Agustin, Isnaini Nuzula, Purwianti, Lily, Ana, Danielson, Hernando, Kenny Marcella, NR (2023). 12487-Article Text-11813-1-10-20230601. 12, 662–678.

Akmaliah, N. (2026). The Influence of Trends and Fear of Missing Out (Fomo) on Fashion Product Purchasing Decisions. Repository.Iain-Manado.Ac.Id, 4(1).

Alfarisi, AR, & Sukaris, S. (2024). The Influence of Live Streaming, Fear of Missing Out (FoMO), and E-WOM on Purchase Decisions in TikTok Shop. Scientific Journal of Unitary Management, 12(6), 2677–2686. https://doi.org/10.37641/jimkes.v12i6.2958

Azizah, FN, Wijaya, U., & Surabaya, K. (2026). PURCHASE DECISION OF GLAD2GLOW SKINCARE PRODUCTS REVIEWED FROM LIVE STREAMING MARKETING, ONLINE CUSTOMER REVIEW, AND INFLUENCER MARKETING. 3(2), 440–449.

Ananda Putri, H., & Albari, A. (2024). The Influence of TikTok Shop Service Quality on Consumer Loyalty Regarding Customer Satisfaction, Customer Trust, and Behavioral Intention. Journal of Indonesian Impressions, 3(3), 195–207. https://doi.org/10.58344/jii.v3i3.4710

Bryan, NM, Keni, K., Negara, ES, & Dharmawan, P. (2023). 2+22067. 7(1), 17–29.

Creswell John, & David, C. (2023). Research Design, Qualitative, Quantitative and Mixed Methods Approaches. In SAGE Publications, Inc.: Vol. Sixth Edit (Issue 1). https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf

Denpasar, DIK (2025). JUIMA: Journal of Management Science ON THE PURCHASE DECISION OF SCARLETT WHITENING JUIMA: Journal of Management Science. 15(2), 150–171

Fera Anggraini, & Mirzam Arqy Ahmadi. (2024). The Influence of Influencer Marketing on Beauty Product Purchasing Decisions among Generation Z: Literature Review. Journal of Management and Creative Business, 3(1), 62–73

Gani, NA, & Maulianza, M. (2024). Media for Business, Economics, Science, and Applied Research. Media for Business, Economics, Science, and Applied Research, 2(2), 62–75.

Kotler, P., & Armstrong, G. (2017). Principles of Marketing, Seventeenth Edition. In Pearson.

Nurlela, S., Lestari, S. Putri, & Yuniar, ES (2025). The Influence of Brand Trust and Brand Image on Purchasing Decisions of Consumers of Somethinc Products in Tasikmalaya City. Lokawati : Journal of Management Research and Innovation Research, 3(6), https://doi.org/10.61132/lokawati.v3i6.2339

Przybylski, A.K., Murayama, K., Dehaan, C.R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014

Rahmawati, N., & Madiawati, PN (2025). The Influence of Influencer Marketing, Content Marketing, and Product Quality on Purchasing Decisions through Brand Trust as a Mediating Variable on Timephoria Cosmetic Products in Bandung. E-Proceeding of Management, 12(6), 6328–6336.

Septiana Aulia Febrianti, Heri Prabowo, & Ira Setiawati. (2025). The Influence of Content Marketing and Online Customer Reviews on Purchasing Decisions with Customer Trust as an Intervening Variable. Lokawati : Journal of Management Research and Innovation Research, 3(3), 312 – 325. https://doi.org/10.61132/lokawati.v3i3.2005

Zahra, E. S. A., Prasista, S., Ariyanti, S. A., Wiarco, F. N., Ayu Fadhilah Amir, L., & Fachmi, M. (2025). Impact of Live Shopping and Consumer Trust on Purchase Decision: A Study on TikTok Shop Users. Iconbit, 2022, 1273–1286.