Dampak Fear Of Missing Out (FOMO) Dalam Parasocial Relationship, Self-Congruity, dan Content Marketing Terhadap Keputusan Pembelian Di Tiktok Shop

Shelly Ayu Puspitasari, Liana Mangifera

Abstract


Studi ini menginvestigasi bagaimana parasocial relationship, self-congruity, serta content marketing membentuk keputusan pembelian konsumen TikTok Shop melalui mekanisme mediasi fear of missing out (FoMO). Riset kuantitatif berdesain kausal diterapkan pada 194 pengguna aktif berusia 17–40 tahun yang memiliki pengalaman pembelian akibat paparan konten promosi maupun influencer. Pengumpulan data dilakukan secara daring menggunakan instrumen Likert lima tingkat, kemudian diproses dengan pendekatan PLS-SEM untuk mengevaluasi relasi struktural, kelayakan konstruk, serta efek mediasi. Temuan empiris mengindikasikan bahwa ketiga variabel eksogen berkontribusi signifikan dalam meningkatkan FoMO, yang selanjutnya berfungsi sebagai katalis pengambilan keputusan pembelian. Peran FoMO terbukti mempertegas transmisi pengaruh psikologis, keselarasan identitas, dan kualitas konten digital terhadap perilaku konsumsi pada ekosistem TikTok Shop, khususnya melalui mekanisme FoMO, sehingga strategi pemasaran efektif bila mampu membangun keterikatan emosional dan urgensi pada pengguna.

Keywords


Content Marketing, Fear of Missing Out, Keputusan Pembelian, Parasocial Relationship, Self-Congruity.

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DOI: https://doi.org/10.17509/ijdb.v5i4.95253

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