<![CDATA[The rapid growth of TikTok Shop as a social commerce platform has transformed consumer behavior in purchasing polyester-based fashion products, where purchasing decisions are no longer influenced solely by product characteristics but also by digital marketing strategies and consumers' psychological factors. This study aims to examine the effects of Content Marketing and Electronic Word of Mouth (E-WOM) on Purchase Decisions, both directly and indirectly through Fear of Missing Out (FoMO) as a mediating variable among consumers of polyester-based fashion products on TikTok Shop. This study employed a quantitative approach using a purposive sampling technique involving 120 respondents who were active TikTok users and had previously purchased polyester-based fashion products. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Content Marketing and E-WOM have a positive and significant effect on both Purchase Decisions and FoMO. Furthermore, FoMO has a positive and significant effect on Purchase Decisions and significantly mediates the relationship between Content Marketing and E-WOM and Purchase Decisions. These findings imply that fashion businesses on TikTok Shop should optimize the quality of their content marketing and foster credible E-WOM to enhance consumers' Fear of Missing Out, thereby encouraging purchase decisions for polyester-based fashion products.]]>
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