PENGARUH FEAR OF MISSING OUT (FOMO) DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE VIRAL  PADA PLATFORM ONLINE TIKTOK SHOP: PENGARUH FEAR OF MISSING OUT (FOMO) DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE VIRAL  PADA PLATFORM ONLINE TIKTOK SHOP

Kezia Susy Manueke

Authors

Kezia Susy Manueke Universitas Sam Ratulangi

Keywords:

Fear Of Missing Out, Impulse Buying, Purchase Decisison.

Abstract

This study aims to analyze the effect of FOMO and Impulse Buying on Purchase
Decision of Viral Skincare Products on the TikTokShop. This research employs a
quantitative approach using a survey method. The population consist of students from the
Business Administration Study Program, Class of 2022, Faculty of Social and Political
Sciences, Sam Ratulangi University, with a sample of 87 respondents selected using
simple random sampling. Data were collected through a Likert-scale questionnaire and
analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). The
results indicate that FoMO has a positive and significant effect on purchase decisions.
These findings suggest that higher levels of FoMO increase the tendency of impulse
buying, which ultimately drives purchase decisions. This study contributes theoretically
to the development of digital consumer behavior research and provides practical
implications for businesses in designing effective marketing strategies on TikTok Shop

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PENGARUH FEAR OF MISSING OUT (FOMO) DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE VIRAL PADA PALTFORM ONLINE TIKTOKSHOP