PENGARUH INTENSITAS MENONTON VIDEO PROMOSI DI MEDIA SOSIAL TIKTOK DAN FOMO TERHADAP IMPULSIVE BUYING PADA MAHASISWA DI KOTA JAMBI
DOI:
https://doi.org/10.61402/crj.v2i6.530Keywords:
impulsive buying, FoMO, TikTok promotional videos, consumer behavior, university studentsAbstract
Impulsive buying remains a noticeable consumption behavior among young digital users, primarily driven by promotional content circulating on social media platforms. This study investigates the influence of TikTok promotional video watching intensity and Fear of Missing Out (FoMO) on impulsive buying behavior among university students in Jambi City. The research applied a quantitative approach with multiple linear regression analysis involving 159 respondents selected through purposive sampling. Data were collected using validated Likert-type measurement scales and analyzed using SPSS. The results showed that both promotional video watching intensity and FoMO significantly and positively affected impulsive buying behavior (t = 3.912; p < 0.001; and t = 18.357; p < 0.001). Simultaneously, the two variables contributed significantly to increased impulsive buying tendencies (F = 451.903; p < 0.001).The coefficient of determination indicated that 85.9% of variation in impulsive buying behavior was explained by both predictors. These findings highlight the strong predictive role of FoMO compared to media exposure, urging educational stakeholders and digital platforms to develop consumer awareness and media literacy programs to prevent excessive impulsive purchasing.
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