PENGARUH MEDIA SOSIAL TIKTOK DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN YANG DIMEDIASI OLEH E-WOM PADA GENERASI Z DI KOTA PALANGKA RAYA
Abstract
The development of social media has transformed consumer behavior, particularly among Generation Z, in the purchase decision-making process. TikTok social media and Fear of Missing Out (FOMO) have become influential factors driving purchase decisions through exposure to digital content and interactions among users. This study aims to analyze the influence of TikTok social media and FOMO on purchase decisions of Mie Gacoan among Generation Z in Palangka Raya City, with Electronic Word-of-Mouth (E-WOM) as a mediating variable. This research employs a quantitative approach using a survey method with 100 respondents selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (PLS-SEM). The results indicate that TikTok social media has a positive and significant effect on purchase decisions, both directly and indirectly through E-WOM. FOMO does not have a significant direct effect on purchase decisions but has a significant indirect effect through E-WOM. Furthermore, E-WOM is proven to have a positive and significant effect on purchase decisions. Mediation testing reveals that E-WOM acts as a partial mediator in the relationship between TikTok social media and purchase decisions, and as a full mediator in the relationship between FOMO and purchase decisions. This study concludes that E-WOM plays a crucial role in shaping purchase decisions among Generation Z.
References
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Jalilvand, M. R., and Samiei, N. 2012. The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
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Kaplan, A. M., and Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Karina, M., Hernaningsih, F. and Rivanto, R., 2022. Strategi Pemasaran dengan Pemanfaatan Fenomena Viral dan Komunikasi Electronic Word of Mouth melalui Sosial Media di Indonesia. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6 (3), 924-942. https://doi.org/10.31955/mea.v6i3.2506
Marasabessy, R. 2025. Pengaruh media sosial terhadap keputusan pembelian konsumen. Jurnal Cakrawala Ilmiah, 4(7), 1031–1038.
Mulawarman, M., and Nurfitri, A. D. 2017. Perilaku Pengguna Media Sosial beserta Implikasinya Ditinjau dari Perspektif Psikologi Sosial Terapan. Buletin Psikologi, 25(1). https://doi.org/10.22146/buletinpsikologi.22759
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Parapat, D. A., and Azhar, A. A. 2024. Pemanfaatan media sosial TikTok sebagai sumber informasi berita bagi mahasiswa FIS UIN Sumatera Utara Medan. Gudang Jurnal Multidisiplin Ilmu, 2(10), 46–56.
Przybylski, A. K., Murayama, K., Dehaan, C. R., and 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
Ridwan, M. A., Suhud, U., and Kasofi, A. 2025. Faktor dan Efek Jangka Panjang Fomo Terhadap Pembelian Ulang Konsumen (Studi Kasus Tren Mie Gacoan di Media Sosial Tiktok). Jurnal Ekonomi dan Manajemen. https://doi.org/10.62710/ye45j517
Sabila, K., and Tawaqal, R. S. 2025. The phenomenon of FoMO (fear of missing out) culture on TikTok social media among Gen Z. Jurnal Audience, 8(1)
Sari, S. P. 2020. Hubungan minat beli dengan keputusan pembelian pada konsumen. Psikoborneo, 8(1), 147–155.
Sekaran, U., and Bougie, R. 2016. Research methods for business: A skill-building approach (5th ed.). Wiley.
Septyadi, M. A. K., Salamah, M., and Nujiyatillah, S. 2022. Literature review keputusan pembelian dan minat beli konsumen pada smartphone: Harga dan promosi. Jurnal Manajemen dan Perbankan Islam (JMPIS), 3(1). https://doi.org/10.38035/jmpis.v3i1
Hamid, R. S., and Anwar, S. M. 2019. Structural equation modeling (SEM) berbasis varian: Konsep dasar dan aplikasi dengan program SmartPLS 3.2.8 dalam riset bisnis. PT Inkubator Penulis Indonesia.
Suhardi, Y., Akhmadi, A., Darmawan, A., and Naili, N. 2022. Pengaruh media sosial, electronic word of mouth, dan variasi produk terhadap keputusan pembelian (Studi kasus produk makanan Oke Enak Rawamangun). Biwara: Jurnal Vokasi Administrasi Bisnis, 4(1), 122–137.
Syamer, D. M., and Setyawati, I. 2024. Pengaruh FOMO, persepsi harga, dan promosi media sosial terhadap kepuasan konsumen melalui keputusan pembelian Karen’s Diner Jakarta. Edunomika, 8(3).
Tirtayasa, S., Lubis, A. P., and Khair, H. 2021. Keputusan Pembelian: Sebagai Variabel Mediasi Hubungan Kualitas Produk dan Kepercayaan terhadap Kepuasan Konsumen. Jurnal Inspirasi Bisnis dan Manajemen (Vol. 5, Issue 1).
Wang, J. J., Wang, L. Y., and Wang, M. M. 2018. Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54–62. https://doi.org/10.1016/j.elerap.2018.01.011
Yusriman, Y., Fadlillah, F., and Syafril, S. 2025. Analisis Pengaruh Digitalisasi terhadap Perilaku Konsumen di Era Modern. Jurnal Dinamika Sosial dan Sains, 2(2), 471–475.
Alt, D. 2015. College students’ academic motivation, media engagement and fear of missing out. Computers in Human Behavior, 49, 111–119. https://doi.org/10.1016/j.chb.2015.02.057
Argan, M., and Argan, M. T. 2019. Toward a new understanding of FOMO: Fomsumerism. Pazarlama Teorisi ve Uygulamaları Dergisi, 5(2), 277–302.
Anggraeni, T. R. W. 2023. Analisis faktor-faktor yang mempengaruhi keputusan konsumen dalam mengambil FIFGROUP cabang Surabaya. Jurnal Ilmu Administrasi Bisnis, 12(1), 410–417. https://doi.org/10.14710/jiab.2023.37599
Az’zahra, A., and Aulia, S. 2025. Dampak Electronic Word of Mouth (E-WoM) terhadap Keputusan Pembelian Produk NPURE Pada Generasi Z. Prologia, 9(1), 164–173. https://doi.org/10.24912/pr.v9i1.33381
Bancin, J. B., Damayanti, N. E., Aprilita, and Banurea, J. J. N. 2024. Pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian melalui peran mediasi citra merek di McDonald’s Palangkaraya. Jurnal Manajemen dan Organisasi (JMO), 14(4). https://doi.org/10.29244/jmo.v14i4.51251
Buana, T., and Maharani, D. 2020. Penggunaan aplikasi TikTok (versi terbaru) dan kreativitas anak. Jurnal Inovasi, 14(1). https://doi.org/10.33557/ji.v16i2.2227
Cheung, C. M. K., and Thadani, D. R. 2012. The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Chin, W. W., and Dibbern, J. 2010. An introduction to a permutation-based procedure for multi-group PLS analysis: Results of tests of differences on simulated data and a cross-cultural analysis of the sourcing of information system services between Germany and the USA. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications. Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8
Duffett, R. G. 2017. Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19–39. https://doi.org/10.1108/YC-07-2016-00622
Erkan, I., and Evans, C. 2016. The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Evi, T., and Rachbini, W. 2022. Partial least squares (teori dan praktek). Tahta Media Group.
Faizani, S.N. and Indriyanti, A.D. 2021. Analisis pengaruh technology readiness terhadap perceived usefulness dan perceived ease of use terhadap behavioral intention dari Quick Response Indonesian Standard (QRIS) untuk pembayaran digital: Studi kasus pengguna aplikasi e-wallet GoPay, DANA, OVO, dan LinkAja di Surabaya. Journal of Emerging Information Systems and Business Intelligence (JEISBI), 2(2).
Fitrianingsih, A., Bachri, S., Muzakir, and Farid. 2025. Pengaruh content marketing dan electronic word of mouth (E-WoM) terhadap purchase decision produk Skin1004 yang dimediasi oleh fear of missing out (FoMO) (studi kasus pada Gen Z di Kota Palu). Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 167–187. https://doi.org/10.37631/ebisma.v6i1.1830
Goyette, I., Ricard, L., Bergeron, J., and Marticotte, F. 2010. E-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Grabowska, J., Jaciow, M., and Strzelecki, A. 2025. The impact of TikTok on consumers’ purchase intentions. Journal of Economics and Management, 47, 385–412. https://doi.org/10.22367/jem.2025.47.15
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., and Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Indriyani, R., and Suri, A. 2020. Pengaruh media sosial terhadap keputusan pembelian melalui motivasi konsumen pada produk fast fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34.
Jalilvand, M. R., and Samiei, N. 2012. The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Jamaludin, Trenggana, A. F. M., Girsang, R. M., Harto, B., Pramudhita, P., Jatinegara, K., Yasa, N. N. K., Kamarudin, A. P., Jamira, A., Razak, M., Abdurohim, Saragih, L., Sherly, Rane, M. K. D., Irmal, and Rosharita. 2022. Pemasaran era kini: Pendekatan berbasis digital. Media Sains Indonesia.
Kang, I., Cui, H., and Son, J. 2019. Conformity consumption behavior and FoMO. Sustainability (Switzerland), 11(17). https://doi.org/10.3390/su11174734
Kang, I., and Ma, I. 2020. A study on bandwagon consumption behavior based on fear of missing out and product characteristics. Sustainability (Switzerland), 12(6). https://doi.org/10.3390/su12062441
Kaplan, A. M., and Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Karina, M., Hernaningsih, F. and Rivanto, R., 2022. Strategi Pemasaran dengan Pemanfaatan Fenomena Viral dan Komunikasi Electronic Word of Mouth melalui Sosial Media di Indonesia. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6 (3), 924-942. https://doi.org/10.31955/mea.v6i3.2506
Marasabessy, R. 2025. Pengaruh media sosial terhadap keputusan pembelian konsumen. Jurnal Cakrawala Ilmiah, 4(7), 1031–1038.
Mulawarman, M., and Nurfitri, A. D. 2017. Perilaku Pengguna Media Sosial beserta Implikasinya Ditinjau dari Perspektif Psikologi Sosial Terapan. Buletin Psikologi, 25(1). https://doi.org/10.22146/buletinpsikologi.22759
Naufan, D. F. 2024. Efektivitas e-WOM pada media TikTok dalam meningkatkan minat beli dan keputusan pembelian. Syntax Literate: Jurnal Ilmiah Indonesia, 9(2). https://doi.org/10.36418/syntax
Parapat, D. A., and Azhar, A. A. 2024. Pemanfaatan media sosial TikTok sebagai sumber informasi berita bagi mahasiswa FIS UIN Sumatera Utara Medan. Gudang Jurnal Multidisiplin Ilmu, 2(10), 46–56.
Przybylski, A. K., Murayama, K., Dehaan, C. R., and 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
Ridwan, M. A., Suhud, U., and Kasofi, A. 2025. Faktor dan Efek Jangka Panjang Fomo Terhadap Pembelian Ulang Konsumen (Studi Kasus Tren Mie Gacoan di Media Sosial Tiktok). Jurnal Ekonomi dan Manajemen. https://doi.org/10.62710/ye45j517
Sabila, K., and Tawaqal, R. S. 2025. The phenomenon of FoMO (fear of missing out) culture on TikTok social media among Gen Z. Jurnal Audience, 8(1)
Sari, S. P. 2020. Hubungan minat beli dengan keputusan pembelian pada konsumen. Psikoborneo, 8(1), 147–155.
Sekaran, U., and Bougie, R. 2016. Research methods for business: A skill-building approach (5th ed.). Wiley.
Septyadi, M. A. K., Salamah, M., and Nujiyatillah, S. 2022. Literature review keputusan pembelian dan minat beli konsumen pada smartphone: Harga dan promosi. Jurnal Manajemen dan Perbankan Islam (JMPIS), 3(1). https://doi.org/10.38035/jmpis.v3i1
Hamid, R. S., and Anwar, S. M. 2019. Structural equation modeling (SEM) berbasis varian: Konsep dasar dan aplikasi dengan program SmartPLS 3.2.8 dalam riset bisnis. PT Inkubator Penulis Indonesia.
Suhardi, Y., Akhmadi, A., Darmawan, A., and Naili, N. 2022. Pengaruh media sosial, electronic word of mouth, dan variasi produk terhadap keputusan pembelian (Studi kasus produk makanan Oke Enak Rawamangun). Biwara: Jurnal Vokasi Administrasi Bisnis, 4(1), 122–137.
Syamer, D. M., and Setyawati, I. 2024. Pengaruh FOMO, persepsi harga, dan promosi media sosial terhadap kepuasan konsumen melalui keputusan pembelian Karen’s Diner Jakarta. Edunomika, 8(3).
Tirtayasa, S., Lubis, A. P., and Khair, H. 2021. Keputusan Pembelian: Sebagai Variabel Mediasi Hubungan Kualitas Produk dan Kepercayaan terhadap Kepuasan Konsumen. Jurnal Inspirasi Bisnis dan Manajemen (Vol. 5, Issue 1).
Wang, J. J., Wang, L. Y., and Wang, M. M. 2018. Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54–62. https://doi.org/10.1016/j.elerap.2018.01.011
Yusriman, Y., Fadlillah, F., and Syafril, S. 2025. Analisis Pengaruh Digitalisasi terhadap Perilaku Konsumen di Era Modern. Jurnal Dinamika Sosial dan Sains, 2(2), 471–475.
Published
2026-03-23
How to Cite
Listiawati, L., Nahan, N., Peridawaty, P., & Pakpahan, A. (2026). PENGARUH MEDIA SOSIAL TIKTOK DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN YANG DIMEDIASI OLEH E-WOM PADA GENERASI Z DI KOTA PALANGKA RAYA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2053-2071. https://doi.org/10.31955/mea.v10i1.7310
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