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All Journal Jurnal Muhammadiyah Manajemen Bisnis (JMMB)
Azwa Yolani
Universitas Muhammadiyah Jakarta
Economics, Econometrics & Finance

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Pengaruh Konten TikTok terhadap Pembelian Impulsif: Peran Mediasi Fear of Missing Out (FoMo) Azwa Yolani; Liza Nora
JURNAL MUHAMMADIYAH MANAJEMEN BISNIS Vol 7 No 2 (2026): Jurnal Muhammadiyah Manajemen Bisnis (JMMB)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/jmmb.7.2.99-112

Abstract

This study aims to examine the effect of TikTok content on impulsive buying by considering the role of Fear of Missing Out as a psychological mechanism that mediates this relationship. The research problem arises from the intensity of marketing content exposure on TikTok, which may encourage spontaneous purchasing decisions among consumers. This study employs a quantitative approach using a survey method. The sampling technique applied is non-probability sampling with a purposive sampling approach, targeting consumers of Glad2Glow cosmetic products who actively use TikTok. Data were collected through questionnaires and analyzed using structural modeling to examine the relationships among variables in the proposed research model. The findings indicate that TikTok content plays an important role in increasing impulsive buying behavior. In addition, Fear of Missing Out encourages impulsive buying by triggering concerns about missing trends or experiences shared on social media. The results also demonstrate that Fear of Missing Out serves as a mediating mechanism linking TikTok content and impulsive buying. Overall, this study concludes that the influence of TikTok content on impulsive buying occurs both directly and through the formation of consumers’ affective states.
Co-Authors Nora, Liza