Fear of Missing Out and Social Media Engagement as Predictors of Online Impulse Buying among Generation Z TikTok Shop Users

Dovi Junita; Ade Tiara Yulinda; Merta Kusuma; Tezar Arianto

doi:10.64276/ams.v1i3.93

Authors

Dovi Junita Universitas Bengkulu
Ade Tiara Yulinda Universitas Bengkulu
Merta Kusuma Universitas Bengkulu
Tezar Arianto Universitas Bengkulu

DOI:

https://doi.org/10.64276/ams.v1i3.93

Keywords:

FoMO, Social Media Engagement, Online Impulse Buying, Generation Z, TikTok Shop

Abstract

This study aims to examine the influence of Fear of Missing Out (FoMO) and social media engagement on online impulse buying among Generation Z users of TikTok Shop. This research employed a quantitative descriptive approach. The population consisted of students of Universitas Muhammadiyah Bengkulu who actively use TikTok Shop. Data were collected through a structured questionnaire, and the analysis techniques included descriptive analysis and inferential statistics using SPSS, along with the coefficient of determination (R²) analysis. The results indicate that Fear of Missing Out has a positive and significant effect on online impulse buying behavior on TikTok Shop. This finding suggests that the higher the level of FoMO experienced by consumers, the greater their tendency to engage in impulsive online purchases. Social media engagement also has a positive and significant effect on online impulse buying. Increased user interaction with content on TikTok leads to a stronger tendency to make impulsive purchases on TikTok Shop. Furthermore, Fear of Missing Out and social media engagement simultaneously exert a positive and significant influence on online impulse buying. These findings imply that higher levels of FoMO and greater engagement in social media increase the likelihood of Generation Z engaging in impulsive buying behavior on TikTok Shop

References

Amelia, R., & Tambunan, D. (2024). The Influence of Brand Image and Brand Trust on The Decision to Study in the Tax Accounting Study Program ( Case Study at Politeknik Unggul LP3M ). Journal of Finance Integration and Business Independence, 1(1), 9–19.

Amin, M. R., Dewi, I. R., Wathani, M. Z., Anggraini, R., Nasib, Sulistyo, A., Salqaura, S. A., & Ulum, A. S. (2026). Manajemen Pemasaran Bisnis Jasa. PT Penamuda Media.

Andini, S., Amelia, R., Julitawaty, W., & Fathoni, M. (2025). Digital Support and Human Touch : A Strategic Combination to Enhance Students ’ Learning Motivation. Journal of Business Integration and Competitive, 1(2), 99–107. https://doi.org/10.64276/jobic.v1i2.20

Beyza, A., & Asgarli, N. M. (2025). FoMO in Investment: A Critical Literature Review of Fear of Missing Out in Investment. SSRN Electronic Journal, 1(1), 1–18.

Butarbutar, S. E., Handayani, C., & Amanda, S. (2026). Appetizing Digital Strategies : Optimizing Social Media Marketing to Enhance Brand Awareness of Café Klambir Kupi. Applied Multidisciplinary Science, 1(3), 22–30. https://doi.org/10.64276/ams.v1i3.77

Çelik, Z., & Dülek, B. (2023). The Effect Of Happiness On Customers’ Repurchase Intentions In Online Shopping. International Journal of Management Economics and Business, 19(4), 862–883.

Dalimunthe, U. R., & Komalasari, E. (2024). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Di Shopee ( Survei Pada Toko Bening Kosmetik Pekanbaru ) The Influence of Online Customer Reviews on Purchasing Decisions at Shopee ( Survey at Bening Cosmetic Shop Pekanbaru ). Jurnal Adminstrasi Bisnis Dan Ilmu Sosial, 2(2), 1–12.

Dewi, P., Amelia, R., Febrina, D., Kelana, J., & Tambunan, D. (2025). Service Quality and Customer Satisfaction in Ethnic Cuisine : Insights from a Nasi Kebuli Restaurant in Indonesia. Journal of Business Integration and Competitive, 1(2), 42–54.

Eryc, Nasib, Fahrurrozi, M., Ikhsan, R. Z., & Parker, J. (2026). Strategic Business Forecasting and Market Trends Analysis Using Machine Learning Techniques. Journal of Computer Science and Technology Application (CORISINTA), 3(1), 11–20.

Febrita, T. B. A. R. T. K. N. (2022). The Influence Of Social Media And The Fear Of Missing Out On Generation Z Purchasing Decision. Central Asia And The Caucasus, 23(1), 4059–4070.

Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non-sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626–641. https://doi.org/10.1002/bse.3509

Gonçalves, M. J. A., Oliveira, A., Abreu, A., & Mesquita, A. (2024). Social Networks and Digital Influencers in the Online Purchasing Decision Process. Information (Switzerland), 15(10), 1–21. https://doi.org/10.3390/info15100601

Hanum, L., Saputri, R., Ningsih, Y., Armayanti, N., & Nofirda, F. (2023). Evaluating the Impact of TikTok Promotions on Online Shops: Literature Study Approach. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1287–1292. https://doi.org/10.37641/jimkes.v11i3.2271

Hermansyah, M. Z. (2025). The Impact Of Digital Marketing, Halal Labels, Product Quality, And Price On Consumer Satisfaction In The Halal Industry: A Study On Shopee And Tiktok Shop. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 8181–8195.

Jowey, G. F. M., Ferli, O., Wijaya, E., & Haryanti, E. (2024). Influence herding and loss aversion to stock investment decisions with fear of missing out (FoMO) as a mediating variable in the young generation in jakarta. Greenation International Journal of Economics and Accounting, 2(2), 189–201. https://doi.org/10.38035/gijea.v2i2

Khairani, R., Octora, T., Syah, D., & Ovami, D. C. (2025). How Digital Financial Literacy Shapes Sustainable Economic Performance : Evidence from Rural MSME. Applied Multidisciplinary Science, 1(2), 50–60. https://doi.org/10.64276/ams.v1i2.55

Khairumi, D., Amelia, R., Martin, Siboro, L. B., & Bhastary, M. D. (2025). Strengthening Sales Through Brand Image and Product Quality : An Empirical Study at UD . UMEGA Roti Kacang. Journal of Business Integration and Competitive, 1(2), 55–69.

Kreuzer, T., Lindenthal, A. K., Oberländer, A. M., & Röglinger, M. (2022). The Effects of Digital Technology on Opportunity Recognition. Business and Information Systems Engineering, 64(1), 47–67. https://doi.org/10.1007/s12599-021-00733-9

Kumar, J., Rani, M., Rani, G., & Rani, V. (2024). All are interesting to invest, I fear of missing out (FOMO): a comparative study among self-employed and salaried investors. Journal of Financial Regulation and Compliance, 1–19. https://doi.org/10.1108/JFRC-01-2024-0010

Londong, A. S., Province, S. S., Loda, M. N., Province, S. S., Halik, J. B., Province, S. S., Jaya, A., Province, S. S., Paridi, A., & Province, S. S. (2024). Moderation of open innovation on the impact of influencer marketing on decisions to purchase Hanasui cosmetic products at Tiktok Shop Moderação da inovação aberta sobre o impacto do marketing de influenciadores nas decisões de compra de produtos cosmético. Brazilian Journal of Development, 1(1), 621–643. https://doi.org/10.34117/bjdv10n1-038

Maitsa, S. M., & Artadita, S. (2022). The Effect of Sales Promotion towards Impulse Buying with Lifestyle as an Intervening Variable during the Covid-19 Pandemic. Almana : Jurnal Manajemen Dan Bisnis, 6(2), 240–248. https://doi.org/10.36555/almana.v6i2.1797

Marsh, E., Perez Vallejos, E., & Spence, A. (2024). Overloaded by Information or Worried About Missing Out on It: A Quantitative Study of Stress, Burnout, and Mental Health Implications in the Digital Workplace. SAGE Open, 14(3), 1–17. https://doi.org/10.1177/21582440241268830

Marsh, E., Vallejos, E. P., & Spence, A. (2024). Overloaded by Information or Worried About Missing Out on It: A Quantitative Study of Stress, Burnout, and Mental Health Implications in the Digital Workplace. Choice Reviews Online, 49(07), 49-3591-49–3591. https://doi.org/10.5860/choice.49-3591

Masitoh, M. R., Wibowo, H. A., & Gugup Tugi Prihatma. (2024). The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users’ Impulse buying. Greenomika, 6(1). https://doi.org/doi.org/10.55732/unu.gnk.2024.06.1.5

Matosas-López, L. (2024). Can customer engagement in social media be used as a predictor of operating revenue in SMEs? Journal of Open Innovation: Technology, Market, and Complexity, 10(4), 1–23. https://doi.org/10.1016/j.joitmc.2024.100380

Maula, S., Kurniati, R. R., & Deka, R. E. (2025). Buy Or Bye: Exploring The Trigger Of Impulse Buying Behavior Among Gen Z In Lifestyle Retail. Indonesian Journal of Business and Entrepreneurship, 11(1), 121–132.

Mu, S., & Jurana, J. (2025). Financial Behavior Patterns Of Generation Z: Netnographic Analysis Of The Fear Of Missing Out (FOMO) Phenomenon. Journal OfTourism Economics and Policy, 5(1), 23–34.

Nasib, Salqaura, S. A., Azman, N. S., & Fathoni, M. (2026). Perilaku Konsumen Digital. PT. Pena Persada Kerta Utama. https://penapersada.id/buku/detail_buku.php?id=4124

Pakpahan, D. R., Handayani, C., & Sanjaya, M. (2024). The Effect of Fintech Payment and Financial Literacy on Impulsive Buying of college students in Medan City. Journal of Finance Integration and Business Independence, 1(1), 20–29.

Pratama, F. P., Anggara, Z. R., Azizi, W. N., & Cabase, D. C. (2024). The Influence of Fear of Missing Out ( FoMO ), Financial Literacy , and Trust on the Use of Pay Later Service by Gen Z Through Mediating Consumer Satisfaction. Proceedings of 7th International Conference of Economic, Business and Government Challenges 2024. Vol. 7 No. 1 July 2024, 7(1), 107–123.

Priani. (2025). Penerapan Konsep Experential Marketing Dalam Meningkatkan Engagement Konsumen Pada Toko MY HOCKY ACC. Applied Multidisciplinary Science, 1(2), 128–137. https://doi.org/10.64276/ams.v1i2.62

Rahayu, N. W. I., Hepni, Fauzan, Poernomo, D., Dafik, Mursyidah, I. L., & Jannah, E. S. W. (2024). An Islamic point of view of cryptocurrency investment: Generations z fear of missing out (FOMO) and their personal traits as traders. Edelweiss Applied Science and Technology, 8(5), 1880–1905. https://doi.org/10.55214/25768484.v8i5.1920

Rahmawati, D. N., & Puspita, R. E. (2024). Buying decision towards Halal Skincare Product. Journal of Halal Industry Studies, 3(1), 15–30.

Rahmawati, U., & Raharja, S. (2024). The Influence Of Herding, Loss Aversion, And Availability On Investment Decision-Making With Fear Of Missing Out As A Mediating Variable Among Generation Z Investors. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3), 8461–8482.

Ridzky, M., & Arsyianti, L. D. (2024). Fear of Missing Out of Stock Investment among Millennial and Zillennial Investors. Islamic Capital Market, 2(2), 1–15.

Salqaura, S. A., & Nasib. (2026). AI- Driven Predictive Analytics in Neuromarketing: Unveiling Consumer Minds for Strategic Marketing Insights. IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-5997-7.ch002

Sari, N., Hou, A., Pranata, R. P., & Fadli, A. (2023). Influence On Product Quality Buying Decisions Through Brand Images At PT. Assa Belawan. Proceeding International Conference Gebyar Hari Keputeraan Prof. H. Kadirun Yahya 105 in 2022, 385–395.

Sihombing, E. H., Nasib, Harianto, A., Razaq, M. R., & Hou, A. (2024). Pengaruh Digital Marketing dan Penanganan Keluhan terhadap Loyalitas Pelanggan Coffe Shop di Kota Medan. Arus Jurnal Sosial Dan Humaniora (AJSH), 4(2), 1–7.

Siregar, N. W., Ratih Amelia, Charles Barkley, Agus Susanto, & Zakia Fadila. (2025). Analysis of Marketing Strategies in Improving Service Quality at Aska Printing and Photocopy Services. Journal of Business Integration Competitive, 1(2), 116–124. https://doi.org/10.64276/jobic.v1i2.22

Tirtayasa, S., Khair, H., & Tusakdiah, H. (2025). The influence of Brand Awareness on Purchase Decision Mediated by Purchase Interest on Cosmetic Products Online in Medan City. Journal of Business Integration and Competitive, 1(2), 125–140. https://doi.org/10.64276/jobic.v1i2.23

Umam, N. I., Nasib, Tambunan, D., Rivai, A., & Daulay, Z. R. (2022). Triggers for Decreasing Coffee Purchase Decisions Caused by the Inability of Different Packaging Designs , Narrow Parking Area And Slow In Responding To Complaints. Mantik, 5(36), 2492–2499.

Vuong, B. L., Tran, M. M., Nguyen, Q. K., Le, M. D., & Nguyen, T. T. (2024). The impact of eWOM information in social media on the online purchase intention of Generation Z. Cogent Business & Management, 11(4), 1–19.