Pedagogic Research - Applied Literacy Journal
Vol. 2 No. 3 (2025): Volume 2 Number 3 May - July 2025

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 (Unknown)
Is Fadhilah (Unknown)

Article Info

Publish Date
28 Jul 2025

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.

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Journal Info
Pedagogic Research - Applied Literacy Journal
Website

Abbrev

paraplu

Publisher

Suluh Adiluhung Publisher

Subject

Humanities Computer Science & IT Education Health Professions Languange, Linguistic, Communication & Media

Description

Pedagogic Research-Applied Literacy Journal (PARAPLU) is an interdisciplinary journal that publishes original and applied products of research, community service and any literacy in education for audiences of researcher, educator, practitioner, and students throughout the world. Pedagogic ...