Pengaruh Nilai Hedonic Value, Sales Promotion dan Fomo terhadap Impulse Buying di Platform Tiktok Shop di Kota Bekasi
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Perkembangan social commerce telah mengubah perilaku konsumen dalam berbelanja, salah satunya melalui platform TikTok Shop yang menggabungkan hiburan dan aktivitas jual beli. Kondisi tersebut mendorong munculnya perilaku impulse buying, yaitu pembelian yang dilakukan secara spontan dan tidak direncanakan. Penelitian ini bertujuan untuk menganalisis pengaruh hedonic value, sales promotion, dan fear of missing out (FoMO) terhadap impulse buying pada pengguna TikTok Shop di Kota Bekasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner daring menggunakan skala Likert 4 poin dan melibatkan 170 responden yang memenuhi kriteria penelitian. Teknik pengambilan sampel menggunakan purposive sampling. Analisis data dilakukan dengan metode PLS-SEM menggunakan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa hedonic value, sales promotion, dan FoMO berpengaruh positif dan signifikan terhadap impulse buying, baik secara parsial maupun simultan. FoMO menjadi variabel yang memiliki pengaruh paling dominan terhadap perilaku pembelian impulsif. Temuan ini mengindikasikan bahwa pengalaman belanja yang menyenangkan, intensitas promosi, serta dorongan psikologis akibat rasa takut tertinggal berperan penting dalam membentuk keputusan pembelian konsumen di TikTok Shop. Penelitian diharapkan dapat memberikan kontribusi teoretis dalam pengembangan kajian perilaku konsumen digital serta menjadi acuan praktis bagi pelaku usaha dalam merancang strategi pemasaran yang efektif di platform social commerce.
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DOI: https://doi.org/10.37531/yume.v9i2.11584
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