PENGARUH FEAR OF MISSING OUT (FOMO) DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE VIRAL PADA PLATFORM ONLINE TIKTOK SHOP: PENGARUH FEAR OF MISSING OUT (FOMO) DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE VIRAL PADA PLATFORM ONLINE TIKTOK SHOP

Manueke, Kezia Susy

JURNAL ADMINISTRASI BISNIS
Vol. 16 No. 2 (2026): JURNAL ADMINISTRASI BISNIS (JAB)

This study aims to analyze the effect of FOMO and Impulse Buying on Purchase Decision of Viral Skincare Products on the TikTokShop. This research employs a quantitative approach using a survey method. The population consist of students from the Business Administration Study Program, Class of 2022, Faculty of Social and Political Sciences, Sam Ratulangi University, with a sample of 87 respondents selected using simple random sampling. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results indicate that FoMO has a positive and significant effect on purchase decisions. These findings suggest that higher levels of FoMO increase the tendency of impulse buying, which ultimately drives purchase decisions. This study contributes theoretically to the development of digital consumer behavior research and provides practical implications for businesses in designing effective marketing strategies on TikTok Shop