Pengaruh  Content  Marketing  dan  Fomo Terhadap Keputusan Pembelian pada Platform Tiktok (Studi pada Mahasiswa Generasi Z Unismuh Makassar)

Damai Indah Maghfirah; Aulia Aulia; Muhammad Khaedar Sahib

doi:10.30640/ekonomika45.v13i2.5785

Authors

Damai Indah Maghfirah Universitas Muhammadiyah Makassar
Aulia Aulia Universitas Muhammadiyah Makassar
Muhammad Khaedar Sahib Universitas Muhammadiyah Makassar

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.5785

Keywords:

Content Marketing, Fear of Missing Out (FOMO), Generation Z, Purchase Decision, TikTok

Abstract

This study analyzes the influence of content marketing and Fear of Missing Out (FOMO) on the purchasing decisions of Generation Z on the TikTok platform, particularly among students of the University of Muhammadiyah Makassar. The rapid growth of social media has transformed consumer behavior, making digital content and psychological factors important determinants of purchasing decisions. This research employs a quantitative approach using the explanatory research method to examine the relationship between the independent variables and purchasing decisions. Data were collected through a structured questionnaire based on a five-point Likert scale and distributed to 120 respondents selected as research participants. The collected data were analyzed using multiple linear regression to determine the partial and simultaneous effects of content marketing and FOMO on purchasing decisions. The results indicate that content marketing has a positive and significant effect on purchasing decisions, with a t-value of 10.194 and a significance level of less than 0.001. FOMO also has a positive and significant effect, with a t-value of 2.358 and a significance level of 0.020. Creative, informative, and interactive content can increase consumer interest, while FOMO encourages impulsive purchasing behavior. These findings suggest that businesses should optimize content creativity and understand consumer psychology to enhance marketing effectiveness on digital platforms.

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