FOMO, INFLUENCER, VIRAL MARKETING DAN MINAT BELI PRODUK WARDAH DI PLATFORM TIKTOK GENERASI MILENIAL
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh FOMO, influencer marketing, dan viral marketing terhadap minat beli produk Wardah di TikTok pada segmen generasi milenial. Latar belakang penelitian ini didasarkan pada pentingnya strategi pemasaran digital melalui platform TikTok yang kini menjadi tren di kalangan Gen Z dan milenial. Wardah sebagai brand kosmetik lokal aktif memanfaatkan influencer populer seperti Tasya Farasya dan fitur TikTok Shop untuk meningkatkan penjualan produk. Populasi yang menjadi objek dalam penelitian ini mencakup individu dari kalangan generasi milenial yang aktif menggunakan platform TikTok di Indonesia. Sampel dipilih menggunakan teknik purposive sampling, dengan kriteria responden pernah melihat iklan atau promosi Wardah di Tiktok, aktif menggunakan TikTok minimal 3 kali seminggu, dan mengenal Tasya Farasya sebagai beauty influencer. Jumlah sampel ditentukan berdasarkan rumus Slovin sebanyak 100 responden untuk mendapatkan hasil yang representatif.. Data dianalisis menggunakan PLS-SEM dengan SmartPLS 4.0, dan hasilnya menunjukkan bahwa FOMO, Influencer Marketing, serta Viral Marketing berpengaruh positif terhadap minat beli produk Wardah di TikTok pada generasi milenial.
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DataReportal. (2024). Digital 2024 Indonesia
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. Journal of Advertising, 46(2), 196–215. https://doi.org/10.1080/00913367.2017.1292531
Djafarova, E., & Trofimenko, O. (2023). ‘Instafamous’—Credibility and self-presentation of micro-celebrities on social media. Journal of Business Research, 154, 113–123. https://doi.org/10.1016/j.jbusres.2022.113326
Fardouly, J., Diedrichs, P. C., Vartanian, L. R., & Halliwell, E. (2015). Social comparisons on social media: The impact of Facebook on young women's body image concerns and mood. Body Image, 13, 38–45. https://doi.org/10.1016/j.bodyim.2014.12.002
Hongsuchon, T., Chen, S.-C., & Khan, A. (2025). Applying the S-O-R model to explore impulsive buying behavior driven by influencers on social websites. PeerJ Computer Science, 11, e3113. https://doi.org/10.7717/peerj-cs.3113
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Huang, M. (2024). Fear of missing out and impulsive buying in social media: The moderating role of short video engagement. Computers in Human Behavior, 150, 107173. https://doi.org/10.1016/j.chb.2023.107173
Kaplan, A. M., & Haenlein, M. (2021). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 64(1), 59–68. https://doi.org/10.1016/j.bushor.2020.09.004
Ki, C. W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results. Journal of Retailing and Consumer Services, 54, 102133. https://doi.org/10.1016/j.jretconser.2019.102133
Lee, S. H., & Eastin, M. S. (2021). Perceived authenticity of social media influencers and its influence on consumer purchase intention. Journal of Interactive Advertising, 21(4), 305–317. https://doi.org/10.1080/15252019.2021.1895056
Nguyen, N. T. T., Vo, V. T. T., & Nguyen, A. T. (2024). Effects of TikTok influencers on the purchase intention of Gen-Z: Cosmetic industry. Journal of Economics and Management Sciences, 7(1), 1–15. https://doi.org/10.30560/jems.v7n1p1
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Putri, D. F., & Astuti, T. (2023). Pengaruh viral content dan influencer credibility terhadap minat beli kosmetik lokal di TikTok. Jurnal Komunikasi dan Bisnis Digital, 5(1), 45–56.
Rachmawati, I., & Wijayanto, A. (2024). Pengaruh influencer marketing dan viral content terhadap minat beli produk kecantikan di TikTok. Jurnal Pemasaran Digital Indonesia, 5(2), 77–91.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Tahri, A., & Benali, M. (2024). The impact of influencer marketing via TikTok platform on purchase behavior: A case study of the cosmetics market in Algeria. Revue des Sciences Commerciales, 10(June), 518–534. https://asjp.cerist.dz/en/article/246761
Tempo. (2025, January 18). Industri kosmetik nasional tumbuh 9 persen pada 2025. Tempo.co. https://www.tempo.co
Tempo. (2025). Industri kosmetik ditargetkan tumbuh 9 persen. Tempo.co. https://www.tempo.co/ekonomi/industri-kosmetik-ditargetkan-tumbuh-9-persen-754535
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We Are Social, & Meltwater. (2024). Digital 2024: Indonesia. DataReportal. https://datareportal.com/reports/digital-2024-indonesia
We Are Social, & Meltwater. (2024). Special report digital 2024: Your ultimate guide to the evolving digital world. We Are Social. https://wearesocial.com/id/blog/2024/01/digital-2024/
Zhang, S., Zhao, Y., & Xu, K. (2022). The influence of fear of missing out on consumers’ purchase intention in social commerce. Frontiers in Psychology, 13, 963244. https://doi.org/10.3389/fpsyg.2022.963244
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-12-31
How to Cite
Suryowati, B., & Pangestuti, R. (2025). FOMO, INFLUENCER, VIRAL MARKETING DAN MINAT BELI PRODUK WARDAH DI PLATFORM TIKTOK GENERASI MILENIAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 3039-3054. https://doi.org/10.31955/mea.v9i3.6743
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