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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jurnal Ekonomi, Bisnis dan Manajemen
Riski Febri Eka Pradani
Universitas Nurul Jadid
Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Fear of Missing Out (FOMO) dan Social Proof pada Konten Media Sosial Tiktok terhadap Keputusan Pembelian Produk Mie Omahan di Desa Wangkal Adinda Medi Silvia; Riski Febri Eka Pradani
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 5 No. 3 (2026): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v5i3.4663

Abstract

The rapid growth of digital marketing through short-form video content has significantly transformed the promotional landscape for local culinary Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine the effect of Fear of Missing Out (FOMO) and Social Proof on TikTok social media content on the purchasing decisions of Mie Omahan products in Probolinggo Regency. The research employs a quantitative approach with an associative method. The research sample consisted of 96 customers selected using a purposive sampling technique based on the Cochran formula with a 10% error rate. Data were collected through a Likert-scale questionnaire and further analyzed using multiple linear regression analysis. The results of the study indicate that FOMO partially exerts a positive and significant effect on purchase decisions. Similarly, Social Proof also shows a positive and significant effect on consumer purchasing decisions partially. Simultaneously, both FOMO and Social Proof have a positive and significant effect, contributing 34% to the variance in purchase decisions. The theoretical implication of this study strengthens consumer behavior literature regarding psychological drives in social commerce paradigms. Practically, local culinary businesses are highly recommended to optimize marketing strategies that trigger psychological urgency, such as flash sales or limited daily menus, combined with authentic visual reviews to maximize consumer confidence and accelerate purchasing decisions.
TRANSFORMASI PINJAMAN NONFORMAL BERBASIS WHATSAPP DALAM PERSPEKTIF MODAL SOSIAL MASYARAKAT DESA SUKOREJO: TRANSFORMATION OF WHATSAPP-BASED NON-FORMAL LOANS FROM THE SOCIAL CAPITAL PERSPECTIVE OF THE SUKOREJO VILLAGE COMMUNITY Dia Auliatur Rohmah; Riski Febri Eka Pradani
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 10 No 2 (2026): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/oikos.v10i2.47368

Abstract

The phenomenon of limited access to formal financial institutions in rural communities has driven the development of informal lending practices, which are now undergoing a digital transformation through the WhatsApp application. This study aims to analyze the transformation of WhatsApp-based informal lending mechanisms and its implications for the sustainability of community businesses in Sukorejo Village. The method used was qualitative with a descriptive approach through observation, interviews, and documentation. The results indicate that informal lending practices have transformed from conventional systems to digital ones that are faster, more flexible, and more efficient. The main driving factors include ease of access, speed of disbursement, urgent economic needs, and low financial literacy. Furthermore, this practice is influenced by social capital in the form of trust, social closeness, and interpersonal networks. The resulting impact is dualistic, providing short-term benefits in access to capital but potentially incurring long-term risks such as high interest rates and debt dependence. Thus, this digital transformation has not fully improved community welfare.
Co-Authors Adinda Medi Silvia Dia Auliatur Rohmah