Pengaruh Fear Of Missing Out (Fomo) dan Impulsive Buying terhadap Consumer Well-Being pada Konsumen Skincare di Tiktok

Abstract

The phenomenon of purchasing skincare products through TikTok has continued to rise along with the development of digital marketing trends and consumers consumptive behavior on social media. Consumers make purchases not based on actual needs but driven by the fear of missing out on trends and emotional impulses that lead to spontaneous buying (Impulsive Buying). Both behaviors may affect affect levels of Consumer Well Being. This research aims to examine the influence of FOMO and Impulsive Buying on Consumer Well Being among skincare consumers on TikTok. This study aim to examine the in a quantitative explanatory design. The study employed a quantitative explanatory design. Data were collected using a Likert scale questionnaire from 385 respondents selected through accidental sampling, consisting of active TikTok users aged 18–40 who had purchased skincare products on TikTok Shop. Data were analyzed using multiple linear regression. The result show that FOMO had no significant effect on Consumer Well Being, while Impulsive Buying had a negative and significant effect. Simultaneously, both variables contributed 12.3% to influenced Consumer Well Being. These results indicate that higher impulsive buying behavior and FOMO leads to lower Consumer Well Being. This study highlights the importance of consumer awareness and the ethical responsibility of marketers in digital marketing strategies.