The influence of influencer marketing, and hedonic motivation on purchasing decisions on the Tiktok application in Padang City with fear of missing out (FoMo) as a mediating variable.
Keywords:
Influencer Marketing, Hedonic motivation, Fear of Missing Out (FoMo) Purchasing Decisions
Abstract
This study aims to analyze the effect of influencer marketing and hedonic motivation on consumer purchasing decisions on the TikTok application in Padang City with Fearof Missing Out (FoMo) as the Mediating Variable. The number of samples in this study were 210 respondents. The research data was collected through distributing questionnaires online and the analysis technique used in this study was the Structural Equation Modeling (SEM) analysis technique with PLS 4.0 software. The results of this study indicate (1) Influencer marketing has a significant effect on fear of missing out (FoMo) (2) Fear of missing out (FoMo) has a significant positive effect on consumer purchasing decisions (3) Influencer Marketing has a significant positive effect on consumer purchasing decisions (4) Hedonic motivation has a significant effect on consumer purchasing decisions (5) Influencer marketing has a negative and significant effect on purchasing decisions with fear of missing out (FoMo) as mediation.
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References
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Good, M. C., & Hyman, M. R. (2020). ‘Fear of missing out’: antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. https://doi.org/10.1080/10696679.2020.1766359
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Nasution, E. Y., Indria, T., & Febriaty, H. (2022). Dampak Social Commerce Pada Perilaku Impulse Buying Generasi Z. Ekonomikawan: Jurnal Ilmu Ekonomi Dan Studi Pembangunan, 22(2), 214–221. https://doi.org/10.30596/ekonomikawan.v22i2.12122
Ozen, H., & Engizek, N. (2014). Shopping online without thinking: Being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066
Pratiwi, M., & Patrikha, F. (2021). Pengaruh gaya hidup, harga dan influencer terhadap keputusan pembelian di rumah makan se’I sapiku Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1417–1427. https://ejournal.unesa.ac.id/index.php/jptn/article/view/41930
Prilano, K., Sudarso, A., & Fajrillah, F. (2020). Pengaruh Harga, Keamanan dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada. Journal of Business and Economics Research (JBE), 1(1), 1–10. https://doi.org/10.47065/jbe.v1i1.56
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Promosi, P., Hedonis, M., Produk, D., Keputusan, T., Pengguna, P., Di, S., & Madiun, K. (2023). 1) , 2) 1. September.
Putri, A., Astuti, W., Solikhah, E. W., & Gibreel, H. (2024). The Influence of Celebrity Endorsement and Hedonic Shopping Motivation on Online Purchasing Decisions in Yogyakarta. 1(1), 7–12.
Rahayu, Z. F., Hendriyani, C., & Maria, S. (2022). Analisis faktor-faktor yang Mempengaruhi Minat Beli Konsumen Millenial. Jurnal Internasional Pendidikan Dan Sosioteknologi (IJES), Vol 2(01), 22–29.
Sari, P. S. P., & Darma, G. S. (2024). The Impact of Viral and Influencer Marketing on Skintific Purchase Decisions; Exploring the Mediating Role of FoMO. Tec Empresarial, 19(1), 453–470.
Sandi, W., & Wahyudi, T. A. (2022). Pengaruh Social Media Marketing Instagram, Perceived Price, dan Hedonic Motivation terhadap Minat Beli di Yellowfitkitchen pada Masa Pandemi Covid-19. KALBISIANA Jurnal Sains,Bisnis Dan 8(3),
Suhartini, & Maharani, D. (2023). Peran Fear Of Missing Out (FoMO) Dalam Perilaku Konsumen Terhadap Keputusan Pembelian. Economics and Digital Business Review, 4(2), 349–356.
Sugiyono, P. D. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D
Susanto,D. (2021). Model Aisas untuk Memetakan Keputusan Pembelian Konsumen Berdasarkan Kualitas Konten TikTok#RACUNSHOPPEE. Universitas Atma Jaya Yogyakarta.
Trivedi, J. P. (2018). Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer-a fashion industry perspective. International Journal of Electronic Customer Relationship Management, 11(3), 256–271. https://doi.org/10.1504/IJECRM.2018.093771
Weismueller. (2021). Social Media Instagram : the Moderating Role of the. 3(8).
Elisabeth, L. T., & Japarianto, E. (2015). Analisa Pengaruh Promosi dan Hedonic Motivation Terhadap Impulse Buying di Ron’s Laboratory Galaxy Mall Surabaya. Jurnal Manajemen Pemasaran Petra, 3(1), 2.
Evania, S., Listiana, E., Wendy, ., Rosnani, T., & Fahruna, Y. (2023). The Effect of Influencer Marketing and Content Marketing on Customer Engagement and Purchase Decisions on Followers. Asian Journal of Economics, Business and Accounting, 23(2), 12–20. https://doi.org/10.9734/ajeba/2023/v23i2917
Fadhilah, F., dan Saputra, G. G. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal ekonomi, keuangan dan manajemen, 17 (3), 505-512.
Forbes. (2022). https://www-forbes-com.translate.goog/sites/forbesagencycouncil/2022/03/10/the-future-of-selling-is-social-social-commerce-vs-e-commerce/.
Ghozali, Imam., dan Latan, H. (2020). “Partial Least Squares: Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.).” Badan Penerbit Undip.
Hartawan, E., Liu, D., Handoko, M. R., Evan, G., dan Widjojo, H. (2021). ”Pengaruh Iklan di Media Sosial Instagram terhadap Minat Beli Masyarakat Pada E-Commerce.” JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 8 (1).
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Indrabayu, A., & Destiwati, R. (2022). The Influence Of Intrapersonal Communication And Fear Of Missing Out On Hedonism In Generation Z In Denpasar Pengaruh Komunikasi Intrapersonal Dan Fear Of Missing Out Terhadap Hedonisme Pada Generasi Z Di Denpasar. Management Studies and Entrepreneurship Journal, 3(4), 2169–2175. http://journal.yrpipku.com/index.php/msej
Lestari, D. A., & Tiarawati, M. (2020). The Effect of Hedonic Motivation and Consumer Attitudes Towards Purchase Decision on K-Pop CD Albums (Study on KPOPSURABAYA Community). The Spirit of Society Journal, 3(2), 1–7. https://doi.org/10.29138/scj.v3i2.1084
Kamanda, S. V. (2023). Pengaruh Fitur Live Terhadap Keputusan Pembelian Produk Pada Pelanggan E-Commerce Shopee. Jurnal AL-AMAL, 2(1), 1–7.
Katadata.co.id. (2022). Warga RI Main Medsos 3 Jam per Hari, Ini Peringkat Globalnya. Http://Katadata.Co.Id.
Katadata.co.id. (2023). https://www-forbes-com.translate.goog/sites/forbesagencycouncil/2022/03/10/the-future-of-selling-is-social-social-commerce-vs-e-commerce/
Kosyu et al. (2019). Pengaruh Hedonic Shopping Motives Terhadap Shopping Lifestyle dan Impulse Buying. Jurnal Administrasi Bisnis (JAB)|Vol, 14(2), 81–82.
Good, M. C., & Hyman, M. R. (2020). ‘Fear of missing out’: antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. https://doi.org/10.1080/10696679.2020.1766359
Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The Influence of Hedonic Motivation, Influencer Marketing on Purchase Decision With fomo (Fear of Missing out) As Mediation. International Journal of Professional Business Review, 8(11), e03834. https://doi.org/10.26668/businessreview/2023.v8i11.3834
Nawarati, P. C. (2024). Pengaruh Influencer, Hedonic shopping Motive, Dan Impulse Buying Terhadap Keputusan Pembelian Pada Pengguna Tiktok Shop Di Jabodetabek. Masman, 2(1), 14.
Nasution, E. Y., Indria, T., & Febriaty, H. (2022). Dampak Social Commerce Pada Perilaku Impulse Buying Generasi Z. Ekonomikawan: Jurnal Ilmu Ekonomi Dan Studi Pembangunan, 22(2), 214–221. https://doi.org/10.30596/ekonomikawan.v22i2.12122
Ozen, H., & Engizek, N. (2014). Shopping online without thinking: Being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066
Pratiwi, M., & Patrikha, F. (2021). Pengaruh gaya hidup, harga dan influencer terhadap keputusan pembelian di rumah makan se’I sapiku Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1417–1427. https://ejournal.unesa.ac.id/index.php/jptn/article/view/41930
Prilano, K., Sudarso, A., & Fajrillah, F. (2020). Pengaruh Harga, Keamanan dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada. Journal of Business and Economics Research (JBE), 1(1), 1–10. https://doi.org/10.47065/jbe.v1i1.56
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Promosi, P., Hedonis, M., Produk, D., Keputusan, T., Pengguna, P., Di, S., & Madiun, K. (2023). 1) , 2) 1. September.
Putri, A., Astuti, W., Solikhah, E. W., & Gibreel, H. (2024). The Influence of Celebrity Endorsement and Hedonic Shopping Motivation on Online Purchasing Decisions in Yogyakarta. 1(1), 7–12.
Rahayu, Z. F., Hendriyani, C., & Maria, S. (2022). Analisis faktor-faktor yang Mempengaruhi Minat Beli Konsumen Millenial. Jurnal Internasional Pendidikan Dan Sosioteknologi (IJES), Vol 2(01), 22–29.
Sari, P. S. P., & Darma, G. S. (2024). The Impact of Viral and Influencer Marketing on Skintific Purchase Decisions; Exploring the Mediating Role of FoMO. Tec Empresarial, 19(1), 453–470.
Sandi, W., & Wahyudi, T. A. (2022). Pengaruh Social Media Marketing Instagram, Perceived Price, dan Hedonic Motivation terhadap Minat Beli di Yellowfitkitchen pada Masa Pandemi Covid-19. KALBISIANA Jurnal Sains,Bisnis Dan 8(3),
Suhartini, & Maharani, D. (2023). Peran Fear Of Missing Out (FoMO) Dalam Perilaku Konsumen Terhadap Keputusan Pembelian. Economics and Digital Business Review, 4(2), 349–356.
Sugiyono, P. D. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D
Susanto,D. (2021). Model Aisas untuk Memetakan Keputusan Pembelian Konsumen Berdasarkan Kualitas Konten TikTok#RACUNSHOPPEE. Universitas Atma Jaya Yogyakarta.
Trivedi, J. P. (2018). Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer-a fashion industry perspective. International Journal of Electronic Customer Relationship Management, 11(3), 256–271. https://doi.org/10.1504/IJECRM.2018.093771
Weismueller. (2021). Social Media Instagram : the Moderating Role of the. 3(8).
Published
2024-12-21
How to Cite
Effita Suri, N., & Septrizola, W. (2024). The influence of influencer marketing, and hedonic motivation on purchasing decisions on the Tiktok application in Padang City with fear of missing out (FoMo) as a mediating variable. Marketing Management Studies, 4(4), 371-381. https://doi.org/10.24036/mms.v4i4.552
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Articles
