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All Journal Pedagogic Research - Applied Literacy Journal
Hardiana Putri, Nisa Aulia
Unknown Affiliation
Humanities Computer Science & IT Education Health Professions Languange, Linguistic, Communication & Media

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THE ROLE OF FOMO (FEAR OF MISSING OUT) IN IMPROVING CONSUMER PERSPECTIVES FOR SKINTIFIC PURCHASE DECISIONS ON THE TIKTOK APPLICATION IN THE SURABAYA AREA Hardiana Putri, Nisa Aulia; Is Fadhilah
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 3 (2025): Volume 2 Number 3 May - July 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/6f71fx08

Abstract

This study examines the role of Fear of Missing Out (FOMO) in influencing customer perspectives and purchasing decisions for Skintific products on Tik Tok in Surabaya. Using a descriptive qualitative method, data was collected through interviews, observation, and documentation with eight customers and two sellers. The findings reveal that FOMO drives customers to make quick and impulsive purchases due to promotions, influencer reviews, and user testimonials. Tik Tok algorithm enhances this urgency by frequently showing trending content. The study concludes that FOMO is an effective digital marketing strategy that boosts consumer engagement, brand awareness, and loyalty in the beauty industry.
Co-Authors Is Fadhilah