CD Tesis

konten media sosial tiktok memoderasipengaruh fear of missing out (fomo)terhadap impulse buyingprodukbodycarescarlett di kota pekanbaru

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The rapid growth of social media has significantly transformed consumer behavior, particularly among young generations who are highly engaged with digital trends. TikTok, as one of the most popular platforms, plays a crucial role in shaping purchasing behavior through its visual, interactive, and emotionally engaging content. The phenomenon of Fear of Missing Out (FOMO) characterized by anxiety about being left behind in social or digital trends has become one of the main triggers of impulsive buying behavior. In the context of Scarlett bodycare products, exposure to creative TikTok content such as reviews, testimonials, and promotional videos has been proven to increase consumers’ spontaneous purchase decisions without prior planning.
This study aims to analyze the direct influence of Fear of Missing Out (FOMO) on Impulse buying and to examine the moderating role of TikTok Social Media Content in this relationship. The research employed a quantitative approach using a purposive sampling technique, involving 120 respondents aged 20-45 years who actively use TikTok and have made impulsive purchases of Scarlett products. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS).
The results show that Fear of Missing Out (FOMO) has a positive and significant effect on Impulse buying of Scarlett bodycare products in Pekanbaru City. Furthermore, TikTok Social Media Content was found to moderate this relationship by strengthening the effect of FOMO on impulsive buying behavior. This finding implies that the more engaging, credible, and emotionally appealing the content on TikTok, the stronger the consumers’ spontaneous buying impulse becomes. These results are consistent with the Stimulus-Organism-Response (SOR) theory, which explains that external stimuli such as visual content can trigger internal emotional responses leading to unplanned purchases.
Key Words : Fear of Missing Out (FOMO), social media content, TikTok, impulse buying, Scarlett.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2302248870

Penerbit

Pekanbaru : UNRI – PASCA – Magister Manajemen., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2302248870

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Magister Manajemen

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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