The Effect of Content Marketing on Tiktok and FOMO (Fear of Missing Out) on Impulsive Buying in UMSIDA Students
Pengaruh Content Marketing di Tiktok dan FOMO (Fear of Missing Out) Terhadap Impulsive Buying pada Mahasiswa UMSIDA
DOI:
https://doi.org/10.21070/ups.7330Keywords:
content marketing, FoMO, Impulsive BuyingAbstract
This study aims to determine the effect of marketing content on TikTok and the FoMO (Fear of Missing Out) phenomenon on impulsive buying at TikTok Shop for Muhammadiayah Sidoarjo University students. The method in this study is quantitative with an associative approach. Respondents were students of Muhammadiyah University of Sidoarjo, totaling 140 people, with purposive sampling technique, and data were taken by distributing questionnaires. The results of the study showed that the content marketing variable has an influence on the impulsive buying variable because it has a significance value of 0.006<0.05 and the FoMO variable has a significant and positive effect on impulsive buying with a significance value of 0.000 <0.05. The F test has a significance value obtained of 0.000 <0.05, which means that content marketing and FoMO together have a significant influence on impulsive buying. The coefficient of determination test value in Adjust R Square is 28.7%.
Downloads
References
F. Pasaribu, A. Inda F. Rahma, and B. Dharma, "Pengaruh Content Marketing, Viral Marketing dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa," vol. 10, no. 2, 2023. [Online]. Available: https://doi.org/10.36987/ecobi.v10i2.
D. Hariyanto, Buku Ajar Digital Marketing, 1st ed., Darma Adi F. and Multazam Tanzil M., Eds. UMSIDA Press, 2023.
J. Febriyanti, "Hubungan Antara Fear of Missing Out (FoMO) dengan perilaku pembelian impulsif pada siswa penggemar K-Pop di SMA Negeri 10 Semarang," 2023.
S. Julianti, "Kecemasan dan Pembelian Impulsif Pada Saat Pandemi Covid-19," Jurnal GUNADARMA, 2020.
K. Bih A., "Pengaruh Gaya Hidup Berbelanja, Electronic Word Of Mouth dan Flash Sale Terhadap Pembelian Impulsif Pada Social Media TikTok Shop," 2023.
A. R. Kurniawan, "Pengaruh FoMO Terhadap Impulsive Buying Behavior Dengan Purchase Intention Sebagai Pemediasi," Studi Kasus pada Shopee, 2021.
R. A. Kurniawan and R. H. Nugroho, "Pengaruh Content Marketing, Live Streaming dan Flash Sale terhadap Impulse Buying pada Pengguna Aplikasi Tiktok Shop di Surabaya," Reslaj: Religion Education Social LaaRoib Journal, vol. 6, pp. 2367–2379, 2024. [Online]. Available: https://doi.org/10.47476/reslaj.v6i4.1319.
F. Nursafitri and L. Kusdibyo, "Analisis Pengaruh Daya Tarik Iklan Rasional dan Emosional Terhadap Sikap Iklan Konsumen pada Produk High Involvement," 2019.
S. Nuryani, W. P. Pattiwael, and M. Iqbal, "Analisis Faktor-faktor yang Mempengaruhi Pembelian Impulsif pada Pengguna Aplikasi Tiktokshop," Ekonomis: Journal of Economics and Business, vol. 6, no. 2, pp. 444, 2022. [Online]. Available: https://doi.org/10.33087/ekonomis.v6i2.567.
P. N. Y. and U. A. Fauzi, "SIMBA Seminar Inovasi Manajemen Bisnis dan Akuntansi 5 Seminar Inovasi Manajemen Bisnis dan Akuntansi (SIMBA) 5 Fakultas Ekonomi dan Bisnis Universitas PGRI Madiun Pada Pengguna Shopee di Madiun," 2023.
Y. Purwanto and L. W. Sehatapy, "Pengaruh Content Marketing dan Influencer Endorser Terhadap Purchase Intention Pada Brand Skincare Somethinc," Jurnal Agora, vol. 10, 2022.
L. P. Septiani, D. Hikmah Purnama, and A. I. Universitas Sriwijaya, "Gaya Hidup Pengidap Fear of Missing Out di Kota Palembang," Jurnal Masyarakat & Budaya, vol. 21, no. 2, 2019.
E. Setiowati and D. Hariyanto, "Marketing Strategy of Micro Small Medium Enterprises Catering During the Covid-19," Indonesian Journal of Innovation Studies, vol. 21, 2022. [Online]. Available: https://doi.org/10.21070/ijins.v21i.819.
Sugiyono, Metode Penelitian Kuantitatif dan Kualitatif R&D, 2013.
N. Syafaah and I. H. Santoso, "Fear of Missing Out dan Korean Wave: Implikasinya pada Keputusan Pembelian Kosmetik asal Korea," 2022.
M. D. Triyanti, E. L. K. Merah, G. P. Gratia, T. Paringa, and C. H. Primasari, "Fenomena Racun TikTok Terhadap Budaya Konsumerisme Mahasiswa di Masa Pandemi COVID-19," vol. 2, no. 1, 2022.
I. Ul Huda, A. J. Karsudjono, R. Darmawan, S. Tinggi, I. Ekonomi, and P. Banjarmasin, "Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial," Jurnal Komunikasi Bisnis Dan Manajemen, vol. 11, no. 1, 2024.
N. Ummah and S. A. Rahayu, "Fashion Involvement, Shopping Lifestyle dan Pembelian Impulsif Produk Fashion," Jurnal Penelitian Psikologi, vol. 11, no. 1, pp. 33–40, 2020. [Online]. Available: https://doi.org/10.29080/jpp.v11i1.350.
N. Vera Yustanti, Y. Indian Ariska, and R. Ervina, "Dampak Tagline 'Gratis Ongkos Kirim' dan Program Flash Sale pada Marketplace Shopee untuk Mendorong Impulsive Buying secara Online," Journal Ekombis Review, vol. 10, pp. 109–120, 2022. [Online]. Available: https://doi.org/10.37676/ekombis.v10iS1.
R. Windi, "The Influence of Influencer Marketing, Content Marketing, and The Effectiveness of TikTok Affiliates on Hanasui Brand Awareness Skincare," Jurnal EMBA, vol. 11, no. 3, 2023.
A. Wuri Hermayanti and A. Susantiaji, "Analisis Pembelian Impulsif di Pasar Modern Kota Tegal Pada Saat Pandemi Covid-19," Jurnal MONEX, vol. 01, pp. 49–60, 2022.
"Iklan TikTok di Indonesia Jangkau 126 Juta Audiens Terbanyak ke-2 Global," Databoks Katadata, Mar. 6, 2024. [Online]. Available: https://databoks.katadata.co.id/datapublish/2024/03/06/iklan-tiktok-di-indonesia-jangkau-126-juta-audiens-terbanyak-ke-2-global.
"TikTok Shop Gabung Tokopedia, Ini Jumlah Penggunanya," Databoks Katadata, Mar. 19, 2024. [Online]. Available: https://databoks.katadata.co.id/datapublish/2024/03/19/tiktok-shop-gabung-tokopedia-ini-jumlah-penggunanya.
"TikTok Global User Age Distribution," Statista, 2024. [Online]. Available: https://www.statista.com/statistics/1299771/tiktok-global-user-age-distribution/.
Downloads
Additional Files
Posted
License
Copyright (c) 2025 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
