The Influence of Influencer Marketing, FOMO (Fear of Missing Out), and Online Customer Reviews on Purchasing Decisions for Glad2glow Products on Tiktok Shop
Pengaruh Influencer Marketing, Fear Of Missing Out (FOMO), dan Online Customer Review terhadap Keputusan Pembelian pada Produk Glad2glow di Tiktok Shop
DOI:
https://doi.org/10.21070/ups.10640Keywords:
influencer marketing, fear of missing out, online customer review, purchase decisions, TikTok ShopAbstract
The development of social media as a digital marketing tool has changed the way consumers make purchasing decisions, especially on the TikTok Shop platform. This study aims to examine the influence of influencer marketing, Fear of Missing Out (FOMO), and online customer reviews on purchasing decisions for Glad2glow products. Using a quantitative survey method, data were collected from 100 respondents selected through purposive sampling. Questionnaires were analyzed using SPSS version 26, including validity, reliability, t-tests, and multiple linear regression. The results show that all three variables have a positive and significant effect on purchasing decisions. Influencer marketing strengthens consumer trust, FOMO creates urgency and emotional motivation, while online reviews provide social proof. Overall, these factors play a crucial role in shaping consumer behavior and increasing purchase intentions on social media-based e-commerce platforms like TikTok Shop.
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