Pengaruh Fear of Missing Out (FOMO), Price Discount, dan Content Marketing terhadap Impulse Buying Pengguna Media Sosial TikTok pada Mahasiswa di Surabaya. (The Influence of Fear of Missing Out (FOMO), Price Discount, and Content Marketing on Impulse Buying of Tiktok Social Media Users for Students in Surabaya).

Cahyono, Johan Agung (2024) Pengaruh Fear of Missing Out (FOMO), Price Discount, dan Content Marketing terhadap Impulse Buying Pengguna Media Sosial TikTok pada Mahasiswa di Surabaya. (The Influence of Fear of Missing Out (FOMO), Price Discount, and Content Marketing on Impulse Buying of Tiktok Social Media Users for Students in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The industrial revolution 4.0 has marked changes in the digital world. At this time, popular social media such as TikTok became a concern for marketers in developing marketing strategies. In its development, TikTok Shop emerged as an expansion of e-commerce features within the platform. The TikTok Shop phenomenon is a manifestation of the huge role of social media platforms in changing consumer behavior, where entertainment and commerce blend synergistically. This study aims to determine the effect of Fear of Missing Out (FoMO), price discount, and content marketing on impulse buying on TikTok social media users of students in Surabaya. A sample of 100 respondents was selected using purposive sampling technique and data was collected through an online questionnaire. Various data analysis techniques were used, such as instrument validity and reliability tests, descriptive analysis, multiple regression, and hypothesis testing The results showed that the significant level was less than the alpha level of 0.05 (0.000 <0.05), the calculated F value was greater than the F table (67.662> 2.70), so that fear of missing out (fomo), price discount, and content marketing simultaneously had a significant influence on impulse buying, amounting to 67.9% of the influence on Impulse Buying TikTok social media users on students in Surabaya while the remaining 32.1% was influenced by other variables. These findings can guide companies and marketers in designing marketing strategies on TikTok to increase sales and business profits. Recommendations include increased creativity in marketing content, such as informative, entertaining videos, with music, visual effects and creative narration. Utilization of video formats that invite interaction and create a positive impression is also recommended. The use of digital payment methods is also recommended to facilitate transactions.

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