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All Journal JURNAL MANAJEMEN BISNIS
Fatih Ulayya
Unknown Affiliation
Economics, Econometrics & Finance

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The Effect of Tiktok Social Media Marketing and Fear of Missing Out (FoMO) on Impulsive Buying of Adidas Samba Products Among Generation Z in Garut Regency Fatih Ulayya; Oktri Mohammad Firdaus; Gita Garliani
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v13i1.1405

Abstract

This study aims to analyse the Influence of TikTok Social Media Marketing and Fear of Missing Out (FOMO) on impulsive buying among Generation Z in Garut Regency. The Research method used is a descriptive, verifiable, quantitative method with a sample size of 250 respondents. Data analysis techniques use Partial Least Squares-based Structural Equation Modelling SEM-PLS. The results of the study indicate that TikTok Social Media Marketing and FOMO have a positive and significant effect on impulsive buying, both partially and simultaneously. These findings emphasise the importance of responsible management of digital marketing strategy.
Co-Authors Gita Garliani Oktri Mohammad Firdaus