Pengaruh Content Marketing dan Fear of Missing Out (FoMO) terhadap Consumer Well-Being Mahasiswa Pengguna Tiktok

Abstract

This study aims to identify the influence of Content Marketing and Fear of Missing Out (FoMO) on Consumer Well-Being among TikTok users. This study uses a quantitative approach involving 300 active TikTok users through purposive sampling. Data collection was conducted using a Likert scale via g-form, consisting of a Consumer Well-Being scale with 18 items, a Content Marketing scale with 18 items, and a Fear of Missing Out scale with 10 items. The data were analyzed using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) to test the research hypotheses. The results showed that Content Marketing had a positive effect on Consumer Well-Being, while FoMO had a negative effect on Consumer Well-Being. Simultaneously, both variables had a significant effect on Consumer Well-Being with an R² value of 0.721, which means that 72.1% of the variation in consumer well-being was explained by Content Marketing and FoMO. These findings indicate that relevant and informative marketing content can improve consumer well-being, while high levels of FoMO actually reduce it.