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

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.