Interaksi Konten Tiktok dan FOMO dalam Mendorong Perilaku Impulsive Buying
(Studi Kasus pada Mahasiswa FEB Universitas Bandar Lampung)
DOI:
https://doi.org/10.30640/jumma45.v5i1.5766Keywords:
Consumption Behavior, Fear Of Missing Out, FEB Students, Impulsive Buying, TikTok ContentAbstract
This study aims to describe the form of student interaction with TikTok content, understand the meaning of the Fear of Missing Out (FOMO) phenomenon, and analyze how the interaction between both factors drives Impulsive Buying behavior. This research employs a qualitative approach with a descriptive case study design involving eight female students of the Faculty of Economics and Business, University of Bandar Lampung, selected through purposive sampling. Data collection techniques included in-depth interviews, observation, and documentation, while data analysis utilized the Miles and Huberman interactive model, consisting of data reduction, data display, and conclusion drawing and verification. The results of the study indicate that TikTok content serves as the primary stimulus in shaping student consumption behavior through persuasive visual exposure. FOMO emerges as a powerful psychological mechanism resulting from this exposure, characterized by the anxiety of missing out on trends and the fear of losing opportunities for viral products and time-limited promotions. The interaction between TikTok content and FOMO significantly drives Impulsive Buying behavior, where students tend to make spontaneous purchases without prior planning.
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