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All Journal Sharing: Journal Of Islamic Economics, Management And Business
Afdal Syahputra
Universitas Muhammadiyah Aceh
Economics, Econometrics & Finance

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Pengaruh Fear Of Missing Out (FOMO) Dan Content Marketing Terhadap Keputusan Pembelian Impulsif Produk Fashion Di Tiktok Shop (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Muhammadiyah Aceh) Afdal Syahputra; Amelia Amelia; Nara Pristiwa
Sharing: Journal of Islamic Economics Management and Business Vol. 5 No. 3 (2026): September, 2026
Publisher : Program Studi Ekonomi Syariah Fakultas Agama Islam Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sharing.v5i3.62820

Abstract

This study aims to examine the effect of Fear of Missing Out (FOMO) and Content Marketing on impulsive purchasing decisions for fashion products on TikTok Shop among students of the Faculty of Economics, Muhammadiyah University of Aceh. This study employed a quantitative approach involving 95 respondents. Data were collected through questionnaires using a quota sampling technique and analyzed using multiple linear regression. The results show that, partially, Fear of Missing Out (FOMO) has a positive and significant effect on impulsive purchasing decisions, while Content Marketing has no significant effect. Simultaneously, Fear of Missing Out and Content Marketing have a significant effect on impulsive purchasing decisions. The Adjusted R Square value of 0.106 indicates that the research model explains 10.6% of the variation in impulsive purchasing decisions.
Co-Authors Amelia Amelia Nara Pristiwa