Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
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All Journal Journal of Humanities and Social Studies
Dilla, Savira Cahya
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Influence Of Fomo On Purchase Intention Through Brand Engagement On Tiktok Among Generation Z Decoding Fomo: Social Anxiety And Purchase Intention Through Brand Engagement On Tiktok Dilla, Savira Cahya; Wibowo, Moersito Wimbo; Ahya, Awaludin
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 2. (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i2..11927

Abstract

This study aims to analyze the impact of social anxiety due to Fear of Missing Out on purchase intention through consumer brand engagement on TikTok among Generation Z. The study involved 250 respondents who actively use TikTok and have online shopping experience. Using a quantitative approach and multiple regression analysis, the results indicate that social anxiety significantly affects purchase intention, both directly and indirectly through brand engagement. The regression model explains 58.2% of the variance in purchase intention. These findings provide insights for marketers to develop more interactive and psychologically driven marketing strategies to enhance brand engagement and purchasing decisions.
Co-Authors Awaludin Ahya Moersito Wimbo Wibowo