PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA TIKTOK SHOP
DOI:
https://doi.org/10.56127/jekma.v5i2.2734Keywords:
electronic word of mouth (E-WOM), Fear Of Missing Out (FOMO), Keputusan Pembelian, TikTok Shop, Social CommerceAbstract
Meningkatnya penggunaan TikTok Shop sebagai platform social commerce mendorong perubahan pola perilaku konsumen dalam melakukan transaksi pembelian secara online. Dalam proses pengambilan keputusan pembelian, konsumen dipengaruhi oleh berbagai faktor, termasuk Electronic Word of Mouth (E-WOM) dan Fear of Missing Out (FoMO). Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM dan FoMO terhadap keputusan pembelian pada pengguna TikTok Shop. Pendekatan penelitian yang digunakan adalah kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada 101 responden yang pernah melakukan pembelian di TikTok Shop. Data penelitian dianalisis menggunakan metode regresi linear berganda dengan bantuan aplikasi SPSS. Hasil penelitian menunjukkan bahwa E-WOM memiliki pengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi 0,000. Sementara itu, FoMO tidak menunjukkan pengaruh signifikan terhadap keputusan pembelian dengan nilai signifikansi 0,983. Secara simultan, kedua variabel independen berpengaruh signifikan terhadap keputusan pembelian dengan nilai signifikansi 0,000 dan nilai Adjusted R Square sebesar 0,494. Temuan penelitian menunjukkan bahwa keputusan pembelian konsumen pada TikTok Shop lebih dipengaruhi oleh informasi dan ulasan pengguna dibandingkan dorongan emosional akibat rasa takut tertinggal tren.
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