Pengaruh Viral Marketing, Self-Regulation Terhadap Impulse Buying dengan Fomo Sebagai Variabel Mediasi Pada Produk Barenbliss Di Tiktok

The Effect of Viral Marketing, Self-Regulation on Impulse Buying with Fomo as a Mediating Variable on Barenbliss Products on Tiktok

Perkembangan industri kosmetik di Indonesia semakin pesat, hal tersebut juga disebabkan adanya pemasaran melalui platform social commerce seperti TikTok. Salah satu brand kosmetik yang memanfaatkan TikTok sebagai media pemasarannya yaitu Barenbliss. Tujuan dari penelitian ini yaitu untuk menganalisis dan membahas pengaruh viral marketing, self-regulation, fear of missing out dan impulse buying. Penelitian ini menggunakan metode kuantitatif dengan menggunakan 110 responden dan dianalisis menggunakan metode Structural Equation Model (SEM) dengan softwareAMOS. Responden penelitian ini merupakan anggota komunitas pengguna Barenbliss yang pernah melakukan pembelian produk Barenbliss secara impulsif di TikTok. Hasil penelitian menunjukkan bahwa viral marketing dan self-regulation terhadap impulse buying, hipotesisnya ditolak namun signifikan, sedangkan viral marketing terhadap fear of missing out hipotesisnya ditolak. Berikutnya, self-regulation terhadap fear of missing out menolah hipotesis namun signifikan. Akhirnya, satu-satunya hipotesis yang diterima adalah fear of missing out terhadap impulse buying.

 The development of the cosmetics industry in Indonesia is growing rapidly, this is also due to marketing through social commerce platforms such as TikTok. One of the cosmetic brands that utilizes TikTok as a marketing medium is Barenbliss. The purpose of this study is to analyze and discuss the influence of viral marketing, self-regulation, fear of missing out and impulse buying. This research uses quantitative methods using 110 respondents and is analyzed using the Structural Equation Model (SEM) method with the AMOS software. Respondents of this study are members of the Barenbliss user community who have made impulsive purchases of Barenbliss products on TikTok. The results showed that viral marketing and self-regulation on impulse buying, the hypothesis was rejected but significant, while viral marketing on fear of missing out the hypothesis was rejected. Next, self-regulation on the fear of missing out hypothesis was rejected but significant. Finally, the only accepted hypothesis is fear of missing out on impulse buying.