KONTEN MEDIA SOSIAL TIKTOK MEMODERASI PENGARUH FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSE BUYING PRODUK BODYCARE SCARLETT DI KOTA PEKANBARU

Authors

Irna Sari Universitas Riau
Gatot Wijayanto Universitas Riau
Any Widayatsari Universitas Riau

DOI:

Keywords:

Fear of Missing Out (FOMO), Konten Media Sosial, TikTok, Pembelian Impulsif, Scarlett.

Abstract

Perkembangan media sosial telah mengubah pola konsumsi masyarakat, terutama pada generasi muda yang sangat aktif dalam mengikuti tren digital. TikTok, sebagai salah satu platform paling populer, memiliki kekuatan besar dalam membentuk perilaku pembelian melalui konten yang bersifat visual, interaktif, dan emosional. Fenomena Fear of Missing Out (FOMO) yang ditandai dengan rasa cemas tertinggal dari tren sosial digital, menjadi salah satu pemicu utama munculnya perilaku pembelian impulsif . Dalam konteks produk bodycare Scarlett, paparan konten yang menampilkan ulasan, testimoni, dan promosi kreatif di TikTok terbukti meningkatkan dorongan konsumen untuk membeli secara spontan tanpa perencanaan. Penelitian ini bertujuan untuk menganalisis pengaruh langsung Fear of Missing Out (FOMO) terhadap Impulse buying serta menelaah peran Konten Media Sosial TikTok sebagai variabel moderasi dalam hubungan tersebut. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 120 responden berusia 20–45 tahun yang aktif menggunakan TikTok dan pernah melakukan pembelian produk Scarlett secara impulsif. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan metode Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Fear of Missing Out (FOMO) berpengaruh positif dan signifikan terhadap Impulse buying produk bodycare Scarlett di Kota Pekanbaru. Selain itu, Konten Media Sosial TikTok terbukti memoderasi hubungan tersebut dengan memperkuat pengaruh FOMO terhadap perilaku pembelian impulsif. Artinya, semakin menarik, kredibel, dan emosional konten yang ditampilkan di TikTok, semakin kuat pula dorongan konsumen untuk melakukan pembelian spontan. Hasil ini sejalan dengan teori Stimulus-Organism-Response (S-O-R) yang menjelaskan bahwa stimulus eksternal seperti konten visual dapat memicu respon internal berupa emosi dan keinginan untuk segera membeli.

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