The influence of Tiktok influencer exposure on food product purchase intention: The mediating role of materialism and moderating effect of FOMO among Generation Z in Padang City
Keywords:
Exposure to Influencer, Materialism, Fear of Missing Out (FOMO), Purchase Intention, Generation Z, Social-Media TikTok.
Abstract
The objective of this research is to examine the impact of Exposure to Influencers on TikTok on the intention to purchase food products, with materialism as a mediator and Fear of Missing Out (FOMO) as a moderator among Generation Z in Padang City. Data was collected through an online questionnaire distributed to 142 respondents. The research employed a quantitative method with data analysis using Smart PLS and a bootstrap technique. The results reveal that (1) exposure to influencers has a significant effect on materialism, (2) exposure to influencers also significantly impacts the intention to purchase, (3) materialism significantly affects the intention to purchase, (4) FOMO does not moderate the relationship between exposure to influencers and purchase intention, and (5) materialism acts as a mediator in the relationship between exposure to influencers and purchase intention. These findings provide insights into how TikTok influencers affect consumer behavior and highlight the role of materialism in this process, while showing that FOMO does not play a significant moderating role
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References
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Tugrul, O., & Kayabaşı, A. (2018). The Role of Social Media Influencers in Shaping the Behavioral Intentions of Consumers: The Moderating Role of FOMO. Journal of Behavioral Science.
Alfina, Hartini, S., & Mardhiyah, D. (2023). FOMO related consumer behaviour in marketing context: A systematic literature review. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2250033
Anderson, & Jiang. (2018). Teens, Social Media and Technology 2018. Pew Research Center. https://www.pewresearch.org/internet/2018/05/31/teens-social-media-technology-2018/
APJII. (2022). profil internet indonesia 2022. Power Point Slides. https://apjii.or.id/
Baker, Z. G., Krieger, H., & LeRoy, A. S. (2016). Fear of missing out: Relationships with depression, mindfulness, and physical symptoms. Translational Issues in Psychological Science, 2(3), 275–282. https://doi.org/10.1037/tps0000075
Chan, K., & Prendergast, G. (2017). Materialism and Social Comparison Among Adolescents. Social Behavior and Personality: An International Journal.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Dinh, T. C. T., & Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364. https://doi.org/10.1108/JRIM-04-2021-0127
Dinh, T. C. T., Wang, M., & Lee, Y. (2023). How Does the Fear of Missing Out Moderate the Effect of Social Media Influencers on Their Followers’ Purchase Intention? SAGE Open, 13(3), 1–13. https://doi.org/10.1177/21582440231197259
Dwisuardinata, I. B. N., & Darma, G. S. (2022). The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FOMO) towards Purchase Intention on Alcoholic Beverage in Bali. Binus Business Review, 14(1), 1–11. https://doi.org/10.21512/bbr.v14i1.8919
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An Introduction to Structural Equation Modeling (pp. 1–29). https://doi.org/10.1007/978-3-030-80519-7_1
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hodkinson. (2016). ‘Fear of missing out’ (FOMO) marketing appeals: a conceptual model. Journal of Marketing Communications, 25, 1–24.
Hudders, L., & Pandelaere, M. (2012). The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being. Journal of Happiness Studies, 13(3), 411–437. https://doi.org/10.1007/s10902-011-9271-9
Jin, S. V., & Phua, J. (2014). Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification with Celebrities. Journal of Advertising.
Jin, & Ryu. (2020). The paradox of sponsored content: How exposure to influencers’ sponsored content drives materialism and envy, which then lead to negative effects on followers’ well-being. Journal of Interactive Advertising, 20(1), 15–27. https://doi.org/https://doi.org/10.1080/15252019.2020.1723587
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
muhamad, N. (2024a). Iklan Media Sosial Jadi Platform yang Paling Mempengaruhi Gen Z. Databoks.Com. https://databoks.katadata.co.id/datapublish/2024/02/05/iklan-media-sosial-jadi-platform-yang-paling-mempengaruhi-gen-z#:~:text=Hasil survei IDN Research Institute bersama Advisia menunjukkan%2C,Z yang sering memblokir iklan saat menjelajah internet.
muhamad, N. (2024b). Tiktok, Aplikasi yang Paling Banyak Diunduh di Indonesia pada 2023. Databoks.Com. https://databoks.katadata.co.id/datapublish/2024/02/27/tiktok-aplikasi-yang-paling-banyak-diunduh-di-indonesia-pada-2023
Przybylski, Murayama, DeHaan, & Gladwell. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/https://doi.org/10.1016/j.chb.2013.02.014
Richins. (2013). When Wanting Is Better than Having: Materialism, Transformation Expectations, and Product-Evoked Emotions in the Purchase Process. Journal of Consumer Research, 40(1), 1–18. https://doi.org/https://doi.org/10.1086/669256
Richins, & Dawson. (2021). A consumer values orientation for materialism and its measurement. Journal of Consumer Research, 19, 303–316.
Riyanto, galuh putri, & pertiwi, wahyu kusuma. (2024, February 4). Pengguna Internet Indonesia Tembus 221 Juta, Didominasi Gen Z. Kompas.Com. https://tekno.kompas.com/read/2024/02/01/09300027/pengguna-internet-indonesia-tembus-221-juta-didominasi-gen-z
Satista.com. (2023). influencers terkenal untuk promosi makanan dan minuman di indonesia per oktober2023. Advertising & Marketing. https://www.statista.com/topics/7090/influencer-marketing-in-indonesia/#topicOverview
Schiffman, Kanuk, & Wisenblit. (2010). Consumer behavior (10th, illust ed.). Pearson Prentice Hall, 2010. https://books.google.co.id/books/about/Consumer_Behavior.html?id=3WhKPgAACAAJ&redir_esc=y
Shrum, L. J., Wong, N., Arif, F., Chugani, S., & Gunz, A. (2013). Materialism: The Good, the Bad, and the Ugly. Journal of Marketing Theory and Practice.
Shrum, L. J., Wong, N., Arif, F., Chugani, S., Gunz, A., Lowrey, T. M., ... & Sundie, J. (2013). Reconceptualizing Materialism as Identity Goal Pursuits: Functions, Processes, and Consequences. Journal of Business Research.
sugiyono. (2016). Metode Penelitian kuantitatif, kualitatif dan D & D. Alfabeta.
Tandon, A., Dhir, A., Talwar, S., Kaur, P., & Mäntymäki, M. (2021). Dark consequences of social media-induced fear of missing out (FoMO): Social media stalking, comparisons, and fatigue. Technological Forecasting and Social Change, 171(June). https://doi.org/10.1016/j.techfore.2021.120931
Tugrul, O., & Kayabaşı, A. (2018). The Role of Social Media Influencers in Shaping the Behavioral Intentions of Consumers: The Moderating Role of FOMO. Journal of Behavioral Science.
Published
2025-03-26
How to Cite
Hummi Kalsum Bahri, & Dwita, V. (2025). The influence of Tiktok influencer exposure on food product purchase intention: The mediating role of materialism and moderating effect of FOMO among Generation Z in Padang City. Marketing Management Studies, 5(1), 30-43. https://doi.org/10.24036/mms.v5i1.540
Section
Articles
