Pengaruh Fear of Missing Out (FoMO), Endorsement Influencer, Electronic Word of Mouth (e-WOM) di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur. (The Influence of Fear of Missing Out (FoMO), Influencer Endorsement, and Electronic Word of Mouth (e-WOM) on TikTok Social Media on Somethinc Brand Purchase Decisions among Generation Z in East Surabaya).

Yuliyanti, Elany Tri (2025) Pengaruh Fear of Missing Out (FoMO), Endorsement Influencer, Electronic Word of Mouth (e-WOM) di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur. (The Influence of Fear of Missing Out (FoMO), Influencer Endorsement, and Electronic Word of Mouth (e-WOM) on TikTok Social Media on Somethinc Brand Purchase Decisions among Generation Z in East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid growth of social media, especially TikTok, has changed how consumers seek information and make purchasing decisions. This is especially clear among Generation Z, who strongly respond to visual, short, interesting digital content. Fear Of Missing Out (FoMO), Influencer Endorsements, and Electronic Word-Of-Mouth (e-WOM) have become important components of digital marketing strategies, specially in the trendy beauty industry. Somethinc, a local beauty brand active on TikTok, is an ideal object of study for this research, which explores the impact of FoMO, Influencer Endorsement, and e-WOM on purchasing decisions. This research study explores whether FoMO, Influencer Endorsements, and e-WOM on TikTok significantly impact the purchasing decisions of Generation Z in East Surabaya. This research uses a quantitative method, collecting data through an e-questionnaire distributed to 100 Generation Z individuals living in East Surabaya who have purchased at least twice and used Somethinc products within the last five months. The results show that all three variables positively and significantly influence purchasing decisions, both partially and simultaneously. FoMO creates emotional urgency, Influencer Endorsements build trust through personal credibility, and e-WOM provides relevant information. These factors are effective in influencing Generation Z’s beauty product purchases. In conclusion, a digital marketing strategy on TikTok that effectively combines FOMO, Influencer Endorsements, and e-WOM can impact the purchasing decisions of Generation Z.

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