PENGARUH EVENT TWIN DATE DAN INFLUENCER MARKETING TERHADAP IMPULSE BUYING MELALUI FEAR OF MISSING OUT (FoMO) SEBAGAI VARIABEL INTERVENING PADA PENGGUNA TIKTOKSHOP DI KOTA SEMARANG

Maghfuroh, Zahrotul
Asyhari, Asyhari

Jurnal Penelitian Mahasiswa Ilmu Sosial, Ekonomi, dan Bisnis Islam (SOSEBI)
Vol. 5 No. 2 (2025)

Abstrak: Perkembangan e-commerce di Indonesia yang semakin pesat memunculkan berbagai strategi pemasaran digital, salah satunya melalui event promosi dan influencer marketing. Penelitian ini bertujuan untuk menganalisis pengaruh Event twin date dan Influencer marketing terhadap Impulse Buying dengan fear of missing out (FoMO) sebagai variabel intervening pada pengguna TikTok Shop di Kota Semarang. Jenis penelitian ini adalah penelitian verifikatif dengan pendekatan kuantitatif. Pengumpulan data dilakukan melalui kuesioner terhadap 100 responden yang pernah berbelanja pada saat Event twin date berlangsung, data dianalisis menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Event twin date dan Influencer marketing berkontribusi terhadap peningkatan Impulse Buying melalui peran fear of missing out (FoMO) sebagai variabel psikologis yang memperkuat hubungan keduanya. Temuan ini menegaskan pentingnya memahami aspek emosional konsumen dalam merancang strategi promosi digital yang lebih efektif dan relevan. Kata Kunci: event twin date; influencer marketing; impulse buying; fear of missing out. Abstract: The rapid growth of e-commerce in Indonesia has given rise to various digital marketing strategies, including promotional events and influencer marketing. This study aims to analyze the influence of Twin date Events and Influencer marketing on Impulse buying, with fear of missing out (FoMO) as an intervening variable among TikTok Shop users in Semarang City. This research is a verification study with a quantitative approach. Data were collected through a questionnaire from 100 respondents who had shopped during Twin date Events. The data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results show that Twin date Events and Influencer marketing contribute to increased Impulse Buying through the role of fear of missing out (FoMO) as a psychological variable that strengthens the relationship between the two. These findings emphasize the importance of understanding consumer emotional aspects in designing more effective and relevant digital promotional strategies. Keywords: event twin date; influencer marketing; impulse buying; fear of missing out.