Dampak FOMO Gen Z Kota Semarang dalam Keputusan Pembelian Produk Skincare di Aplikasi Tiktokshop
DOI:
https://doi.org/10.58192/ebismen.v5i3.4757Keywords:
Content marketing, Fear of missing out (FOMO), Purchase Decission, Online customer review, TikTok ShopAbstract
The rise of social commerce, particularly through the TikTok Shop platform, has revolutionized consumer purchasing behavior, especially concerning skincare products among the Gen-Z demographic. This investigation seeks to understand how content marketing, Influencer marketing, online customer reviews, and FOMO (Fear of Missing Out) affect skincare purchase decisions on TikTok Shop, simultaneously assessing FOMO's role as a mediating factor. A quantitative methodology was employed for this research, utilizing a Google Form survey distributed to 200 Generation Z participants residing in Semarang City, selected via a purposive sampling technique. Data analysis was conducted using Jamovi software, incorporating multiple linear regression and mediation analysis. The study's conclusions reveal that content marketing, online customer reviews, and FOMO exert a positive and significant influence on purchase decisions, whereas Influencer marketing does not show a significant direct effect. The developed model accounts for 74.9% of the variability in purchase decisions (R²=0.749). Mediation analysis validated FOMO's function as a mediator between the influence of both content marketing and Influencer marketing on purchase decisions, but not for the effect of online customer reviews. These outcomes indicate that purchase decisions are shaped by a simultaneous blend of informational and psycho-social routes.
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