Pengaruh Fear Of Missing Out (FOMO) Dan Content Marketing Terhadap Keputusan Pembelian Impulsif Produk Fashion Di Tiktok Shop (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Muhammadiyah Aceh)

Afdal Syahputra (Universitas Muhammadiyah Aceh)
Amelia Amelia (Universitas Muhammadiyah Aceh)
Nara Pristiwa (Universitas Muhammadiyah Aceh)

Sharing: Journal Of Islamic Economics, Management And Business
Vol. 5 No. 3 (2026): September, 2026

This study aims to examine the effect of Fear of Missing Out (FOMO) and Content Marketing on impulsive purchasing decisions for fashion products on TikTok Shop among students of the Faculty of Economics, Muhammadiyah University of Aceh. This study employed a quantitative approach involving 95 respondents. Data were collected through questionnaires using a quota sampling technique and analyzed using multiple linear regression. The results show that, partially, Fear of Missing Out (FOMO) has a positive and significant effect on impulsive purchasing decisions, while Content Marketing has no significant effect. Simultaneously, Fear of Missing Out and Content Marketing have a significant effect on impulsive purchasing decisions. The Adjusted R Square value of 0.106 indicates that the research model explains 10.6% of the variation in impulsive purchasing decisions.