Nisak, Khoirotin (2026) Pengaruh Fear of Missing Out (FOMO) Dan Hedonic Shopping Motivation Terhadap Impulse Buying Dengan Content Marketing Sebagai Variabel Moderat Pada Produk Tumbler Corkcicle Di Tiktok Shop Pada Generasi Z di Surabaya. (The Influence of Fear of Missing Out (FOMO) and Hedonic Shopping Motivation on Impulse Buying with Content Marketing as a Moderating Variable on Corkcicle Tumbler Products on TikTok Shop Among Generation Z in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze the influence of Fear of Missing Out and Hedonic Shopping Motivation on Impulse Buying with Content Marketing as a moderating variable on Corkcicle tumbler products in TikTok Shop among Generation Z in Surabaya. The research method used was quantitative with a survey approach, where data were collected from 100 respondents through the distribution of online questionnaires using incidental sampling techniques. Data analysis was conducted using statistical methods, namely multiple linear regression and Moderated Regression Analysis (MRA), to examine the direct and moderating effects between variables. The results of this study indicate that Fear of Missing Out (FoMO) has a significant effect on Impulse Buying with a significance value of 0.008, while Hedonic Shopping Motivation also has a significant effect on Impulse Buying with a significance value of 0.003. The Content Marketing variable was unable to moderate the effect of Fear of Missing Out on Impulse Buying with a significance value of 0.117. In addition, Content Marketing was also unable to moderate the effect of Hedonic Shopping Motivation on Impulse Buying with a significance value of 0.094. These findings confirm that Fear of Missing Out and Hedonic Shopping Motivation are more dominant in encouraging Impulse Buying behavior compared to Content Marketing as a moderating variable. Therefore, business actors are recommended to pay more attention to consumers’ psychological factors, such as fear of missing trends and hedonic shopping motivation, in increasing impulsive purchases on TikTok Shop. This research provides important insights for business actors in improving the effectiveness of digital marketing strategies for Corkcicle tumbler products on TikTok Shop.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Fear of Missing Out (FoMO), Hedonic Shopping Motivation, Content Marketing, Impulse Buying |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122200043 Khoirotin Nisak |
| Date Deposited: | 29 Jun 2026 03:38 |
| Last Modified: | 31 Aug 2026 02:53 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45841 |
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