Peran Fear Of Missing Out Dalam Memediasi Hubungan Social Media Marketing Dan User Generated Content Terhadap Impulsive Buying Di Aplikasi Tiktok Shop (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang)

Abstract

Abstract

The growth of TikTok Shop as a social commerce platform has driven changes in consumer behavior, particularly regarding Impulsive Buying. This study aims to analyze the influence of Social Media Marketing and User Generated Content on Impulsive Buying, with FoMO as a mediating variable, among students in the Faculty of Economics and Business at the Islamic University of Malang. The study employed a quantitative approach with a sample of 100 respondents selected using purposive sampling. Data were collected via a questionnaire and analyzed using the SEM-PLS method with the assistance of SmartPLS. The results indicate that Social Media Marketing does not have a significant effect on either Impulsive Buying or FoMO, whereas User Generated Content has a positive and significant effect on both Impulsive Buying and FoMO. Additionally, FoMO has a positive and significant effect on Impulsive Buying. FoMO is also found to significantly mediate the effect of User Generated Content on Impulsive Buying, but does not mediate the effect of Social Media Marketing. These findings suggest that User Generated Content and FoMO are key factors in driving Impulsive Buying behavior among TikTok Shop users.

Keywords : Social Media Marketing, User Generated Content, Fear of Missing Out, Impulsive Buying, TikTok Shop.