Pengaruh FoMO (Fear of Missing Out), Potongan Harga, dan Celebrity Endorsement Terhadap Pembelian Impulsif Produk Skincare di Platform TikTok Shop Pada Mahasiswa di Surabaya

The Influence of FoMO (Fear of Missing Out), Discounts, and Celebrity Endorsement on Impulsive Buying of Skincare Products on TikTok Shop Among University Students in Surabaya

Di era digital saat ini, platform media sosial seperti TikTok telah berkembang menjadi sarana e-commerce yang memengaruhi perilaku konsumen, termasuk pembelian impulsif. Produk skincare, khususnya merek Skintific, menjadi salah satu kategori yang banyak diminati di TikTok Shop, didorong oleh strategi pemasaran seperti FoMO (Fear of Missing Out), potongan harga, dan celebrity endorsement. Penelitian ini bertujuan untuk menganalisis pengaruh FoMO, potongan harga, dan celebrity endorsement terhadap pembelian impulsif produk skincare Skintific di platform TikTok Shop pada mahasiswa di Surabaya.

Jenis penelitian ini adalah kuantitatif dengan metode survei melalui kuesioner. Sampel sebanyak 384 mahasiswa Surabaya yang pernah membeli produk Skintific secara impulsif diperoleh dengan teknik snowball sampling. Analisis data menggunakan regresi linear berganda (IBM SPSS 29). Hasil penelitian menunjukkan bahwa FoMO, potongan harga, dan celebrity endorsement berpengaruh positif signifikan baik secara parsial maupun simultan terhadap pembelian impulsif.

In today's digital era, social media platforms such as TikTok have evolved into e-commerce channels that influence consumer behavior, including impulsive buying. Skincare products, particularly the Skintific brand, have become one of the most sought-after categories on TikTok Shop, driven by marketing strategies such as FoMO (Fear of Missing Out), discounts, and celebrity endorsements. This study aims to analyze the influence of FoMO, discounts, and celebrity endorsement on impulsive buying behavior of Skintific skincare products on TikTok Shop among university students in Surabaya.

This research uses a quantitative approach with a survey method through questionnaires. A total sample of 384 Surabaya students who had made impulsive purchases of Skintific products was obtained through snowball sampling. Data were analyzed using multiple linear regression with IBM SPSS 29. The findings indicate that FoMO, price discounts, and celebrity endorsement have a positive and significant effect, both partially and simultaneously, on impulsive buying behavior.