PENGARUH EXPERIENTIAL MARKETING, FEAR OF MISSING OUT (FOMO), DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DI TIKTOK SHOP PADA GENERASI Z DI KABUPATEN PASURUAN

Zaidatul Amwaliyah; Kholid Murtadlo

doi:10.32806/currency.v5i1.2464

Authors

Zaidatul Amwaliyah Universitas Yudharta Pasuruan, Indonesia
Kholid Murtadlo Universitas Yudharta Pasuruan, Indonesia

DOI:

https://doi.org/10.32806/currency.v5i1.2464

Keywords:

Experiential Marketing, Fear of Missing Out, Online Customer Review, Purchase Decision, TikTok Shop.

Abstract

Perkembangan social commerce, khususnya TikTok Shop, telah mengubah perilaku belanja Generasi Z secara signifikan. Penelitian kuantitatif ini bertujuan untuk menganalisis pengaruh Experiential Marketing, Fear of Missing Out (FoMO), dan Online Customer Review terhadap Purchase Decision Generasi Z pengguna TikTok Shop di Kabupaten Pasuruan. Populasi penelitian adalah Generasi Z di Kabupaten Pasuruan yang pernah berbelanja melalui TikTok Shop, dengan sampel sebanyak 400 responden yang ditentukan menggunakan rumus Slovin melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner online berskala Likert dan dianalisis dengan regresi linier berganda berbantuan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa secara parsial, Experiential Marketing, FoMO, dan Online Customer Review masing-masing berpengaruh positif dan signifikan terhadap Purchase Decision. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap Purchase Decision dengan kontribusi sebesar 68,5%. Temuan ini mengindikasikan bahwa penciptaan pengalaman belanja yang menarik, dorongan psikologis untuk mengikuti tren, serta kredibilitas ulasan pelanggan menjadi faktor kunci dalam membentuk keputusan pembelian Generasi Z di TikTok Shop. Implikasi praktis penelitian ini menyarankan pelaku usaha untuk mengoptimalkan pengalaman pelanggan, ulasan produk, dan pemasaran berbasis tren guna mendorong keputusan pembelian Generasi Z.

References

Aditya, D., & Ismail, H. A. (2025). The influence of live streaming, viral marketing, cash on delivery payment system, and online customer reviews on purchasing decisions at TikTok Shop: Case study on TikTok Shop users in Semarang City. Journal of Economic, Business and Accounting (COSTING). https://doi.org/10.31539/f1xdwa16

Aditya, E. D., Siregar, M. E. S., & Sari, D. A. P. (2023). Measuring purchase decision tendencies of Jakarta Special Region e-commerce consumer. Jurnal Dinamika Manajemen dan Bisnis, 6(1).

Aditya, H., & Tiarawati, M. (2023). Pengaruh experiential marketing terhadap revisit intention dengan kepuasan sebagai variabel mediasi pada pengunjung taman rekreasi Selecta. Jurnal Ilmu Manajemen, 9(September), 316–327.

Alfarisi, A. R. (2024). The influence of live streaming, fear of missing out (FoMO), and e-WOM on purchase decisions in TikTok Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2677–2686. https://doi.org/10.37641/jimkes.v12i6.2958

Ardiansyah, W. M. (2023). Peran teknologi dalam transformasi ekonomi dan bisnis di era digital. Jurnal Ekonomi dan Bisnis Digital, 1(1).

Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non-sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626–641. https://doi.org/10.1002/bse.3509

Chairani, R., Muftiadi, A., Rizal, M., & Herawati, T. (2023). Experiential marketing on purchasing decision: A systematic mapping study. Prosiding Seminar STIAMI.

Christin, M., & Lase, M. (2025). Strategi pemasaran digital TikTok Shop dan dampaknya terhadap penjualan UMKM di Nias Selatan. Jurnal Digital Bisnis, 16(3), 123–128. https://doi.org/10.59651/dibus

Dou, Y. (2024). Research on the impact of experiential marketing on consumers' purchase decision-making behavior. Journal of Business and Marketing, 1(6). https://doi.org/10.62517/jbm.202409608

Effriando, M., Irwanto, T., & Kurniawan, K. (2024). The effect of store atmosphere and experiential marketing on purchasing decisions. Jurnal Manajemen dan Bisnis, 3(2), 143–154.

Fauziah, F., Nurlenawati, N., & Triadinda, D. (2025). Pengaruh fear of missing out (FoMO) terhadap keputusan pembelian produk skincare dengan konten media sosial TikTok. Jurnal Riset Ilmu Akuntansi dan Bisnis, 14, 1420–1436. https://doi.org/10.34127/jrlab.v14i2.1478

Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews. Tourism Management, 66, 119–133.

Flecha Ortiz, J. A., Santos Corrada, M., Perez, S., Dones, V., & Rodriguez, L. H. (2024). Exploring the influence of uncontrolled social media use, fear of missing out, fear of better options, and fear of doing anything on consumer purchase intent. International Journal of Consumer Studies, 48(1), e12990. https://doi.org/10.1111/ijcs.12990

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Edisi 9). Badan Penerbit Universitas Diponegoro.

Gita, D. S., & Wardani, D. (2026). Pengaruh content marketing, influencer, dan online customer review terhadap keputusan pembelian online TikTok Shop pada Generasi Z. Journal of Accounting, Management and Islamic Economics.

Gupta, S., Arora, N., & Singhal, H. (2022). Consumer engagement through influencer marketing and the role of fear of missing out in purchase intention. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-04-2021-0127

Hartoyo, R. C., Purwanto, E., & Huda, E. Z. (2026). Pengaruh TikTok Shop sebagai media digital marketing terhadap keputusan pembelian Generasi Z di Surakarta. Jurnal Ilmiah Edunomika, 10(3). https://doi.org/10.29040/jie.v10i3.20332

Hikam, I. F. (2024). Pengaruh social media marketing terhadap brand image dan purchase decision produk beauty and skincare di TikTok dengan moderasi Fear of Missing Out (FOMO). SEIKO: Journal of Management & Business, 7(1).

Hochreiter, V., Benedetto, C., & Loesch, M. (2023). The Stimulus-Organism-Response (S-O-R) paradigm as a guiding principle in environmental psychology. Journal of Entrepreneurship, Business and Economics, 3(1), 7–16. https://doi.org/10.18775/jebd.2806-8661.2021.31.5001

Hodijah, C., Rahmani, S., & Abdillah, F. (2026). The impact of digital marketing via TikTok Shop on Generation Z's purchase decisions. Jurnal Informatika Ekonomi Bisnis, 7(4). https://doi.org/10.37034/infeb.v7i4.1298

Islami, M. W., Haryanto, T., Miftahudin, M. A., & Yusnar, A. (2026). The role of customer trust as a mediating variable in the influence of electronic word of mouth and online customer reviews on purchase decisions on ShopeeFood. Jurnal Manajemen dan Bisnis, 7(2), 996–1012.

Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/10.1016/j.ijresmar.2016.11.006

Khodijah, R., & Zahara, A. E. (2026). The effect of electronic word of mouth (E-WOM) and online customer reviews on purchase decisions for Azarine products on TikTok Shop. Journal of Multidisciplinary Science: MIKAILALSYS.

Khoiri, M., Permana, B. A., Zeinta, B. A., Aprilas, D., Romadon, M., Nugraha, R. A., & Suri, R. M. (2026). Peran teknologi informasi dalam perubahan pola belanja masyarakat dari pasar tradisional ke e-commerce. Jurnal Infotech, 7, 126–136. https://doi.org/10.37373/infotech.v7i1.2240

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.

Lumansik, D. K., & Kusuma, Y. B. (2025). The influence of online customer review and online customer ratings on purchase decisions in TikTok Shop. Indonesian Interdisciplinary Journal of Sharia Economics, 8(2). https://doi.org/10.31538/iijse.v8i2.6108

Maghfirah, D. I., Aulia, A., & Sahib, M. K. (2026). Pengaruh content marketing dan FOMO terhadap keputusan pembelian pada platform TikTok: Studi pada mahasiswa Generasi Z Unismuh Makassar. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 13(2). https://doi.org/10.30640/ekonomika45.v13i2.5785

Nafasya, B. A., Alamanda, D. T., & Nurhayati, D. (2026). Peran kepercayaan konsumen dalam memediasi pengaruh live streaming, online customer review, dan influencer credibility terhadap purchase decision pada pengguna TikTok Shop. Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA), 6(2). https://doi.org/10.47709/jebma.v6i2.9131

Notoatmodjo, S. (2018). Metodologi penelitian kesehatan. Rineka Cipta.

Permana Apdimas, N. A. (2025). Pengaruh online customer review dan online customer rating terhadap keputusan pembelian produk fashion dengan trust sebagai variabel intervening pada marketplace Shopee di Kota Medan. Jurnal Manajemen dan Bisnis, 553–563.

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

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, L., & Wandebori, H. (2016). Factors influencing cosmetics purchase intention. Journal of Business and Management, 1, 255–263.

Rasanty, N. A., Zain, S., Amalia, A. F., Maisy, U., Putri, A., Putri, A. S., & Rusdi, A. (2022). Sosialisasi fenomena fear of missing out (FoMO) pada digital natives pengguna media sosial. Jurnal Pengabdian Masyarakat, 5(3).

Rohani, E., dkk. (2026). Pengaruh fear of missing out, viral marketing, dan experiential marketing terhadap keputusan pembelian skincare Skintific pada Generasi Z di Kota Jambi. Jurnal Istikhlaf, 8(1), 248–265. https://doi.org/10.51311/istikhlaf.v8i1.1362

Rostiawati, I. (2024). Pengaruh online customer review dan harga terhadap keputusan pembelian pada e-commerce Lazada di Kota Bandung. Journal of Economics, Accounting, Tax, and Management, 3(2).

Safira, B., Suryati, A., dkk. (2025). Pengaruh review pelanggan terhadap keputusan pembelian. Arus Jurnal Sosial dan Humaniora (AJSH), 5(2).

Safitri, N. L., & Prasetyo, H. (2025). The effect of live streaming, affiliate marketing, and Fear of Missing Out on purchasing decisions at the TikTok Shop in Yogyakarta City. Indonesian Interdisciplinary Journal of Sharia Economics, 8(3). https://doi.org/10.31538/iijse.v8i3.8031

Saodin, N. N. (2022). Pengaruh experiential marketing, perceived quality dan advertising terhadap keputusan pembelian. Jurnal Manajemen dan Bisnis, 5(1).

Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press.

Stefani, V., Listiana, E., Afifah, N., Setiawan, H., & Fitriana, A. (2023). The influence of online customer review, live TikTok, on purchase decision of Somethinc products with customer trust as a mediation variable on TikTok social media. Jurnal Ekonomi, 12(4), 1858–1869.

Suardana, I. A. R. A., Mahyuni, L. P., Lestari, N. P. E., & Suardana, I. B. R. (2024). Impact of brand image, brand awareness, and social media marketing on purchase decisions: Mediating roles of purchase interest, service quality, and experiential marketing. JBTI: Jurnal Bisnis: Teori dan Implementasi, 15(1). https://doi.org/10.18196/jbti.v15i1.20901

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Trianawati, F. M., Santoso, A., & Pristi, E. D. (2022). Pengaruh e-service quality, online customer review, dan online customer rating terhadap keputusan pembelian pada e-commerce Shopee. Jurnal AKTUAL, 20(2). https://doi.org/10.47232/aktual.v20i2.203

Tsabita, S. H., & Isa, M. (2025). Pengaruh scarcity promotion pada flash sale terhadap impulse buying dengan arousal sebagai variabel mediasi. Jurnal Manajemen dan Bisnis, 4(2), 4278–4291.

Vitara, A. F., & Sari, P. N. (2024). Enhancing purchase decisions: The role of E-WOM, online customer review, and free shipping promotion. Journal of Economics and Business Research, 3(1). https://doi.org/10.22515/juebir.v3i1.9150

Wardoyo, E., & Wardoyo, E. (2022). Pengaruh experiential marketing terhadap kepuasan pelanggan di Kebumen Barbershop. Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi, 21(1), 1–16. https://doi.org/10.32639/fokbis.v21i1.20