Analysis of Electronic Word of Mouth, Online Customer Reviews and Fear Of Missing Out on Purchasing Decisions on The Originote Skincare products in the tiktokshop Marketplace via Tiktok
Analisis Electronic Word Of Mouth, Online Customer Review dan Fear Of Missing Out terhadap Keputusan Pembelian pada produk Skincare The Originote Di marketplace Tiktokshop melalui Tiktok
DOI:
https://doi.org/10.21070/ups.10329Keywords:
Electronic Word of Mouth, Online Customer Reviews, Fear of Missing Out, Purchase DecisionsAbstract
This study analyzes the influence of Electronic Word of Mouth (E-WoM), Online Customer Reviews, and Fear of Missing Out (FOMO) on purchasing decisions for The Originote skincare products on the TikTokShop marketplace. Using a quantitative approach, data was collected from 96 respondents who are TikTok Shop users in Sidoarjo through a questionnaire. The results show that E-WoM, Online Customer Reviews, and FOMO have a positive and significant influence on purchasing decisions. These findings indicate that consumers are highly influenced by reviews and recommendations from other users, as well as the urge to not miss out on popular products. This conclusion emphasizes the importance of marketing strategies based on social interactions and customer feedback in improving purchasing decisions in the digital era. This study also provides insights into how social platforms can influence consumer behavior in the beauty industry
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