Pengaruh FOMO (Fear of Missing Out), Infuencer Marketing dan Harga terhadap Keputusan Pembelian pada Parfum Lokal Mykonos di TikTok Shop

Nursalim, Syamsul (2026) Pengaruh FOMO (Fear of Missing Out), Infuencer Marketing dan Harga terhadap Keputusan Pembelian pada Parfum Lokal Mykonos di TikTok Shop. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The rapid growth of social commerce through TikTok Shop has transformed consumer purchasing behavior, particularly in the local beauty industry. In this digital environment, purchase decisions are influenced not only by economic considerations such as price, but also by psychological factors such as FOMO (Fear Of Missing Out) and social influence through influencer marketing. This study aims to examine the effect of FOMO (Fear Of Missing Out), Influencer Marketing, and Price on the purchase decisions of Mykonos local perfume on TikTok Shop. This research employed a quantitative approach using a survey method. The sample consisted of 97 respondents selected through purposive sampling, all of whom had previously purchased Mykonos perfume via TikTok Shop. Data were collected using structured questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS version 26. The findings reveal that partially, FOMO (Fear Of Missing Out) does not have a positive and statistically significant effect on purchase decisions (t = -0.950 < 1.661; p = 0.345 > 0.05). In contrast, Influencer Marketing has a positive and significant effect (t = 2.950 > 1.661; p = 0.005 < 0.05), and Price de monstrates a positive and highly significant effect (t = 11.351 > 1.661; p = 0.000 < 0.05). Furthermore, the simultaneous test indicates that FOMO, Influencer Marketing, and Price collectively have a statistically significant effect on purchase decisions (p < 0.001). The coefficient of determination (R²) is 0.784, indicating that 78.4% of the variance in purchase decisions is explained by the independent variables, while the remaining 21.6% is attributed to other factors beyond the scope of this study.

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