Analisis Pengaruh Fomo (Fear Of Missing Out) Dalam Strategi Konten Tiktok Terhadap Keputusan Pembelian Pashmina Kaos By Sattka(Studi Kasus Pada Mahasiswa Bengkalis)

This study aims to analyze the influence of FOMO (Fear of Missing Out) in TikTok content strategies on purchasing decisions for Pashmina Kaos by Sattka among university students in Bengkalis Regency. This study employed a quantitative method with primary data collected through questionnaires. A sample of 100 respondents was selected using a non-probability sampling technique with a purposive sampling method. The data were analyzed using validity tests, reliability tests, classical assumption tests, simple linear regression analysis, and the t-test. The results showed that both FOMO and purchasing decisions were in the high category, with the indicator of being tempted by limited-time promotions obtaining the highest mean score of 4.33, while the post-purchase behavior indicator obtained the highest mean score of 4.30. FOMO (Fear of Missing Out) had a positive and significant effect on purchasing decisions, with a contribution of 71.4%, while the remaining 28.6% was influenced by other factors outside the scope of this study.