Journal of Humanities and Social Studies
Vol 9, No 2. (2025): Journal of Humanities and Social Studies

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 (Unknown)
Wibowo, Moersito Wimbo (Unknown)
Ahya, Awaludin (Unknown)

Article Info

Publish Date
29 Jul 2025

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.

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Journal Info
Journal of Humanities and Social Studies
Website

Abbrev

jhss

Publisher

Universitas Pakuan

Subject

Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

Journal of Humanities and Social Studies is an academic journal that publishes scientific papers in the field of humanities and social studies. This journal is published two times a year (March and September) by Lembaga Penelitian dan Pengabdian Pada Masyarakat, Universitas Pakuan Bogor since 2017. ...