Karya Tulis Ilmiah

PENGARUH CONTENT MARKETING DAN FEAR OF MISSING OUT (FoMO) DI TIKTOK TERHADAP IMPULSIVE BUYING PRODUK SKINCARE PADA MAHASISWAAKADEMI FARMASI YARSI PONTIANAK

Berkas Tersedia

Abstract

Peningkatan tren content marketing produk skincare di TikTok dan fenomena Fear of Missing Out (FoMO) memicu perilaku konsumtif di kalangan mahasiswa. Penelitian ini bertujuan menganalisis pengaruh kedua faktor tersebut terhadap impulsive buying. Penelitian kuantitatif ini menggunakan pendekatan asosiatif kausal. Data diperoleh dari kuesioner terhadap 100 mahasiswa Akademi Farmasi YARSI Pontianak yang dipilih menggunakan purposive sampling. Data diolah menggunakan analisis regresi linier berganda. Hasil uji statistik menunjukkan bahwa secara simultan, Content Marketing dan FoMO memiliki pengaruh yang signifikan terhadap Impulsive Buying (p < 0,05). Secara parsial, kedua variabel ini juga berpengaruh positif dan signifikan. Hasil ini menegaskan bahwa strategi konten yang menarik di TikTok, dikombinasikan dengan tekanan psikologis FoMO, menjadi pendorong kuat bagi mahasiswa untuk melakukan pembelian skincare secara spontan dan tidak terencana. Content marketing dan FoMO sangat efektif dalam mendorong impulsive buying. Disarankan agar konsumen meningkatkan literasi produk, sementara pemasar perlu menjaga etika konten dan memastikan legalitas produk yang dipromosikan.

Abstract (English)

The rising trend of content marketing for skincare products on TikTok and the phenomenon of Fear of Missing Out (FoMO) frequently trigger consumerist behavior among college students. This study aims to analyze the influence of these two factors on impulsive buying behavior. This quantitative study employed a causal associative approach. Data were collected through questionnaires distributed to 100 students at the YARSI Pontianak Pharmacy Academy, selected using purposive sampling. The data was analyzed using multiple linear regression. Statistical tests revealed that, simultaneously, Content Marketing and FoMO have a significant influence on Impulsive Buying (p < 0.05). Partially, both variables also demonstrated a positive and significant effect. These findings affirm that engaging and easily accessible content strategies on TikTok, combined with social psychological pressure from FoMO, are strong motivators for students to make spontaneous and unplanned skincare purchases. Content marketing and FoMO are highly effective in driving impulsive buying. It is recommended that consumers enhance product literacy, while marketers must uphold content ethics and ensure the legality of their promoted products.