THE ROLE OF FOMO (FEAR OF MISSING OUT) IN IMPROVING CONSUMER PERSPECTIVES FOR SKINTIFIC PURCHASE DECISIONS ON THE TIKTOK APPLICATION IN THE SURABAYA AREA

Nisa Aulia Hardiana Putri; Is Fadhilah

doi:10.70574/6f71fx08

Authors

Nisa Aulia Hardiana Putri STIE IBMT Surabaya Author
Is Fadhilah STIE IBMT Surabaya Author

DOI:

https://doi.org/10.70574/6f71fx08

Keywords:

FOMO (Fear of Missing Out), Purchasing Decision, Tik Tok, Skintific, Digital Marketing

Abstract

This study examines the role of Fear of Missing Out (FOMO) in influencing customer perspectives and purchasing decisions for Skintific products on Tik Tok in Surabaya. Using a descriptive qualitative method, data was collected through interviews, observation, and documentation with eight customers and two sellers. The findings reveal that FOMO drives customers to make quick and impulsive purchases due to promotions, influencer reviews, and user testimonials. Tik Tok algorithm enhances this urgency by frequently showing trending content. The study concludes that FOMO is an effective digital marketing strategy that boosts consumer engagement, brand awareness, and loyalty in the beauty industry.

References

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