The Influence of Influencer Marketing on Teazzi Product Purchase Decisions Through Fear of Missing Out (Fomo) on The Tiktok Platform in Generation Z (Study On 24-Hour Panglima Polim Outlets)

Octaviana Hendryawan; Erwin Permana

doi:10.63922/ijebir.v5i04.5457

Octaviana Hendryawan Management Studies Program, Faculty of Economics and Business, Pancasila University
Erwin Permana Management Studies Program, Faculty of Economics and Business, Pancasila University

DOI: https://doi.org/10.63922/ijebir.v5i04.5457

Keywords: Influencer Marketing, Fear of Missing Out (FOMO), Purchase Decision, Generation Z, TikTok, PLS-SEM.

Abstract

The rapid growth of TikTok has transformed influencer marketing into an effective digital marketing strategy that can influence consumer behavior, particularly among Generation Z. At the same time, the emergence of the Fear of Missing Out (FOMO) phenomenon has become an important psychological factor affecting purchasing decisions. This study aimed to examine the effect of Influencer Marketing on Purchase Decision through FOMO among Generation Z consumers of Teazzi at the Panglima Polim 24-Hour Outlet. A quantitative approach with an associative (causal) research design was employed. Data were collected from 100 Generation Z respondents using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results showed that Influencer Marketing had a positive and significant effect on Purchase Decision (β = 0.434, t = 2.575, p = 0.010) and on FOMO (β = 0.649, t = 8.380, p < 0.001). Furthermore, FOMO positively and significantly influenced Purchase Decision (β = 0.441, t = 2.610, p = 0.009). The findings indicate that credible and attractive influencers can strengthen consumer trust, increase FOMO, and ultimately encourage purchase decisions. This study contributes to the literature on digital marketing and consumer behavior by highlighting the important role of FOMO as a psychological factor linking influencer marketing and purchase decisions among Generation Z in the context of social media marketing.

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