Pengaruh Content Marketing, Fear of Missing Out (FoMO), dan Religious Commitment terhadap Keputusan Pembelian Produk Halal pada Platform TikTok Shop di Kalangan Generasi Z Muslim: Pendekatan SOR

The Influence of Content Marketing, Fear of Missing Out (FoMO), and Religious Commitment on Decisions to Purchase Halal Products on the TikTok Shop Platform among Generation Z Muslims: SOR Approach

Perkembangan media digital mendorong penggunaan Content Marketing sebagai strategi pemasaran yang berpotensi memengaruhi kondisi psikologis konsumen, salah satunya Fear of Missing Out (FoMO), khususnya pada Generasi Z yang aktif menggunakan media sosial. Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing terhadap Fear of Missing Out (FoMO) serta implikasinya terhadap keputusan pembelian pada Generasi Z Muslim di Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada responden Generasi Z Muslim di Surabaya. Hasil penelitian menunjukkan bahwa Content Marketing berpengaruh terhadap Fear of Missing Out (FoMO), sementara FoMO tidak berpengaruh terhadap keputusan pembelian. Implikasi penelitian ini memberikan kontribusi teoretis dalam kajian perilaku konsumen berbasis teori Stimulus–Organism–Response (S-O-R) serta menjadi bahan pertimbangan praktis bagi pelaku usaha dalam merancang strategi Content Marketing yang informatif dan etis.

The development of digital media has encouraged the use of Content Marketing as a marketing strategy that may influence consumers’ psychological conditions, including Fear of Missing Out (FoMO), particularly among Generation Z who are highly active on social media. This study aims to examine the effect of Content Marketing on Fear of Missing Out (FoMO) and its implications for purchase decisions among Muslim Generation Z in Surabaya. A quantitative approach was employed using a survey method through questionnaire distribution to Muslim Generation Z respondents in Surabaya. The results show that Content Marketing affects Fear of Missing Out (FoMO), while FoMO does not affect purchase decisions. The findings contribute to consumer behavior studies based on the Stimulus–Organism–Response (S-O-R) theory and provide practical insights for businesses in developing informative and ethical Content Marketing strategies.