Pengaruh Content Marketing, Customer Engangement, Dan Fear of Missing Out (FOMO) terhadap Keputusan Pembelian Skincare Skintific pada Platform Tiktok Shop di Kota Bekasi

Afifah, Sakinah (2026) Pengaruh Content Marketing, Customer Engangement, Dan Fear of Missing Out (FOMO) terhadap Keputusan Pembelian Skincare Skintific pada Platform Tiktok Shop di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study was conducted with the aim of determining the influence of content marketing, customer engagement, and Fear of Missing Out (FOMO) on purchasing decisions for Skintific skincare on the TikTok Shop platform in Bekasi City. Do content marketing, customer engagement, and Fear of Missing Out (FOMO) simultaneously influence purchasing decisions for Skintific skincare on the TikTok Shop platform in Bekasi City? This study was conducted using quantitative research methods. The population in this study were residents of Bekasi City. This study used the Rambut formula using the number of indicators x 5% (error). The sample taken was 120 respondents. The sampling technique used the simple random sampling method. Data collection was carried out using a questionnaire method distributed to residents of Bekasi City, then the data was processed using the SPSS version 26 system, so the type of data used was primary data. The results of this study indicate: (1) the content marketing variable partially has a positive and significant effect on purchasing decisions (t count 5.966 > t table 1.658, sig 0.000 < 0.05, H1 is accepted). (2) the customer engagement variable partially has a positive and significant effect on purchasing decisions (t count 3.164 > 1.658, sig 0.002 < 0.05, H2 is accepted). (3) the FOMO variable partially has a positive and significant effect on purchasing decisions (t count 2.643 > t table 1.658, H3 is accepted). (4) that the content marketing, customer engagement, and FOMO variables simultaneously have a significant effect on purchasing decisions (F count 126.635 > F table 2.68, sig 0.000 < 0.05, H4 is accepted).

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