The Effect Of Viral Marketing And Fear Of Missing Out (Fomo) On Impulsive Buying Of Clothing Products Through Perceived Value As An Intervening Variable (A Study On Gen Z Consumers In Tiktok Shop)

Ayu Zawarin Nikmah; Faridhatun Faidah

doi:10.63922/ijebir.v5i05.5561

Ayu Zawarin Nikmah Management Study Program, Faculty of Economics and Business, Muria Kudus University
Faridhatun Faidah Management Study Program, Faculty of Economics and Business, Muria Kudus University

DOI: https://doi.org/10.63922/ijebir.v5i05.5561

Keywords: viral marketing, fear of missing out, perceived value, impulsive buying

Abstract

The development of TikTok Shop as a social commerce platform makes it easier for consumers to obtain information and purchase clothing products. Various viral content and emerging trends on the platform often influence Generation Z's purchasing behavior. This study aims to analyze the influence of viral marketing and Fear of Missing Out (FOMO) on impulsive buying through perceived value as an intervening variable in Generation Z consumers on TikTok Shop. This study used a quantitative method with a purposive sampling technique on 112 respondents. Data were analyzed using Structural Equation Modeling (SEM) with the help of AMOS 24. The results showed that viral marketing and FOMO had a positive and significant effect on perceived value and impulsive buying. However, perceived value did not have a significant effect on impulsive buying and was unable to mediate the influence of viral marketing and FOMO on impulsive buying. The research findings indicate that impulsive buying behavior among Generation Z consumers on TikTok Shop is more influenced by viral marketing and FOMO than by perceived value.

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