Pengaruh Content Marketing dan E-WOM terhadap Keputusan Pembelian Fashion Poliester di TikTok melalui Fear of Missing Out
DOI:
https://doi.org/10.62007/joumi.v4i3.891Keywords:
Content Marketing, Electronic Word of Mouth, Fear of Missing Out , Purchase Decision, TikTok ShopAbstract
The rapid growth of TikTok Shop as a social commerce platform has transformed consumer behavior in purchasing polyester-based fashion products, where purchasing decisions are no longer influenced solely by product characteristics but also by digital marketing strategies and consumers' psychological factors. This study aims to examine the effects of Content Marketing and Electronic Word of Mouth (E-WOM) on Purchase Decisions, both directly and indirectly through Fear of Missing Out (FoMO) as a mediating variable among consumers of polyester-based fashion products on TikTok Shop. This study employed a quantitative approach using a purposive sampling technique involving 120 respondents who were active TikTok users and had previously purchased polyester-based fashion products. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Content Marketing and E-WOM have a positive and significant effect on both Purchase Decisions and FoMO. Furthermore, FoMO has a positive and significant effect on Purchase Decisions and significantly mediates the relationship between Content Marketing and E-WOM and Purchase Decisions. These findings imply that fashion businesses on TikTok Shop should optimize the quality of their content marketing and foster credible E-WOM to enhance consumers' Fear of Missing Out, thereby encouraging purchase decisions for polyester-based fashion products.
References
(Asosiasi, P. J. I. I. (2022). Profil Internet Indonesia 2022. SRA Consulting., June.
Al, S. et. (2024). JURNAL ILMIAH MANAJEMEN DAN AKUNTANSI Halaman Jurnal : https://journal.smartpublisher.id/index.php/jimat Halaman UTAMA Jurnal : https://journal.smartpublisher.id/ PERANAN ELECTRONIC WORD OF MOUTH DAN FEAR OF MISSING OUT DALAM. 1(4), 201–211.
Alfarisi, A. R., & Sukaris, S. (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
Andika, F., & Nurbaiti, D. (2023). Pengaruh Social Media Marketing dan Electronic Word of Mouth (E-WOM)terhadap Keputusan Pembelian Produk Fashion di Marketplace Shopee (studi kasus pada Mahasiswa Institut STIAMI angkatan 2019). Jurnal Administrasi Bisnis, 3(5), 552–565. http://ojs.stiami.ac.id/index.php/JAMBIS
Apta, S. A., Puspitasari, D., Sartika, M., Setiawan, A., Ekonomi, F., Bisnis, D., & Nuswantoro, U. D. (2025). Jurnal Bisnis Net Volume : 8 No . 1 Juni , 2025 | ISSN : 2621-3982 EISSN : 2722-3574 PENGARUH CONTENT MARKETING , BRAND IMAGE , DAN E-WOM PADA Jurnal Bisnis Net Volume : 8 No . 1 Juni , 2025 | ISSN : 2621-3982. PENGARUH CONTENT MARKETING, BRAND IMAGE, DAN E-WOM PADA BRAND TEH KAMPOENG TERHADAP KEPUTUSAN PEMBELIAN Sabela, 8(1), 201–216.
Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81–99. https://doi.org/10.1108/lbsjmr-09-2022-0052
Ayu, I. G., Andari, K., & Dewanti, R. L. (2026). Pengaruh Perceived Price , Electronic Word of Mouth , dan Perceived Risk terhadap Purchase Decision Melalui Perceived Value Sebagai Variabel Mediasi Pada Produk Fashion Kebaya Bali. 7(4), 3442–3454.
Azuara-Grande, A., Sarmiento-Guede, J. R., García-de-Blanes-Sebastián, M., & Corral-de-la-Mata, D. (2026). The influence of Electronic Word-of-Mouth (eWOM) on museum visit intention: an application of the IAM and IACM models. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-11-2025-0385
Bachri, S. (2025). Entrepreneurship Bisnis Manajemen Akuntansi 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 ). 6(1), 167–187.
Bubphapant, J., & Brandão, A. (2024). Exploring ageing consumers’ usage of content marketing, content typology and online brand advocacy. EuroMed Journal of Business, 20(5), 27–53. https://doi.org/10.1108/EMJB-10-2023-0283
Budiman, Q., Mouton, S., Veenhoff, L., & Boersma, A. (2021). Do People Buy Because They Are Afraid of Missing Out? A Case Study of Jalan Flamboyan Manado Ni. Jurnal Inovasi Penelitian, 1(0.1101/2021.02.25.432866), 1–15.
Cao, T. (2025). The impact of TikTok advertising content on purchase intention : the roles of brand awareness , brand image , age , and income groups. https://doi.org/10.1108/APJML-11-2024-1700
Dian Indah Suari, N. P., & Iswari Pidada, I. A. (2025). Riding the Padel Wave: How Content Marketing Shapes Gen Z’s FOMO and JOMO Through the Bandwagon Effect. Economic Reviews Journal, 4(4), 2089–2106. https://doi.org/10.56709/mrj.v4i4.944
Erlangga, T., & Utomo, R. B. (2026). Pengaruh Fomo , Harga Psikologis , Dan Bukti Sosial Terhadap Keputusan Pembelian Fashion E-Commerce. 5(2), 1499–1510.
Fauziah, F., Nurlenawati, N., & Triadinda, D. (2025). PENGARUH FEAR OF MISSING OUT ( FOMO ) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE DENGAN KONTEN MEDIA SOSIAL TIKTOK. 14, 1420–1436. https://doi.org/10.34127/jrlab.v14i2.1478
Fitriyani, P., Dahmiri, & Bhayangkari, S. K. W. (2025). Pengaruh Live Streaming Tiktok Dan Fomo (Fear of Missing Out) Terhadap Keputusan Pembelian Impulsif Produk Fast Fashion Pada Generasi Z Di Kota Jambi. Jurnal Dinamika Manajemen, 13(2), 2338–123.
Fricilia, F., Faroh, W. N., & Suteja, J. (2025). Pengaruh Content Marketing dan E-Wom Pada Media Sosial Tiktok Terhadap Keputusan Pembelian Generasi Z Kota Depok. Jurnal Disrupsi Bisnis, 8(1), 67–73. https://doi.org/10.32493/drb.v8i1.47578
Ghaitsa, F., Ghifari, A., Nurhasan, R., & Munawar, S. (2025). Jurnal E-Bis : Ekonomi Bisnis Content Marketing dan E-WOM terhadap Purchase Decision Moisturizer. 9(2), 950–964.
Gupta, S., & Dutt, R. (2024). Identifying consumer-based digital content marketing consumption motives: a qualitative study. Journal of Advances in Management Research, 21(4), 584–604. https://doi.org/10.1108/JAMR-08-2023-0218
Habib, S., & Almamy, A. (2025). Impact of FOMO on social media engagement and impulse buying of lifestyle products : mediation analysis. 2(2), 176–195. https://doi.org/10.1108/JIDT-01-2025-0004
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Ilhamah, I., Pudyaningsih, R., & Akramiah, N. (2023). Promosi Penjualan Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Produk Fashion. Jurnal EMA, 8(1), 95. https://doi.org/10.51213/ema.v8i1.337
Iswenda, B. A. (2025). Indonesia Jadi Negara dengan GMV TikTok Shop Terbesar Ke-2 di Dunia. GoodStats. https://goodstats.id/article/indonesia-menjadi-negara-dengan-gmv-tiktok-shop-terbesar-kedua-di-dunia-ul0hi
Khan, Z., Khan, A., & Nabi, M. K. (2025). Demystifying the effect of social media usage and eWOM on purchase intention : the mediating role of brand equity. https://doi.org/10.1108/JEAS-05-2023-0102
Le, T. T., & Phan, D. N. (2025). Website quality ’ s impact on Gen Z ’ s eWOM behavior and online purchase intentions : the mediating role of trust. https://doi.org/10.1108/APJML-03-2025-0567
MAKKI, V. (2024). Beberapa Hal yang Harus Anda Ketahui Mengenai Bahan Polyester. Harper’s Bazaar Indonesia. https://harpersbazaar.co.id/articles/read/10/2024/20873/beberapa-hal-yang-harus-anda-ketahui-mengenai-bahan-polyester
Martini, I. A. O., & Sari, E. I. (2025). Peran Fear Of Missing Out Memediasi Pengaruh User Generated Content Dan Electronic Word Of Mouth Terhadap Purchase Intention. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 6954–6977. https://doi.org/10.31004/riggs.v4i4.4684
Nurani, Bondan Subagyo, & Rosa Aprilia Ika Rahayu. (2024). the Influence of Content Marketing and Influencer Marketing on Purchase Decisions. BEMJ : Business, Entrepreneurship, and Management Journal, 3(2), 100–106. https://doi.org/10.36563/bemj.v3i2.1350
Pio, K. S. M. R. J., & Rumawas, W. (2026). PENGARUH FEAR OF MISSING OUT (FOMO) DAN IMPULSE BUYING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE VIRAL PADA PALTFORM ONLINE TIKTOKSHOP. 13(1), 104–116. https://www.preventionweb.net/news/preliminary-report-february-6-2023-earthquakes-turkiye
Pratama, C. A., & Astarini, R. D. (2023). Electronic Word of Mouth as a Predictor of Purchase Intention: Evidence from Instagram and TikTok in Indonesia. International Journal of Digital Entrepreneurship and Business, 4(2), 84–94. https://doi.org/10.52238/ideb.v4i2.119
Puji, J., Handayani, R., Sampeliling, A., Ekonomi, F., & Mulawarman, U. (2026). Pengaruh Fear of Missing Out dan Desain Produk serta Harga terhadap Keputusan Pembelian Produk MINISO Samarinda. 2(2), 3369–3379.
Regina, A., Pebrianggara, A., & Hariasih, M. (2026). Pengaruh kualitas produk , fear of missing out ( FOMO ), dan daya tarik iklan terhadap keputusan pembelian produk Skintific di kalangan Gen Z. https://doi.org/10.36406/jam.v23i2.326
Rifka Alkhilyatul Ma’rifat, I Made Suraharta, I. I. J. (2024). ANALISIS PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION DENGAN CONSUMER ENGAGEMENT SEBAGAI VARIABEL PEMEDIASI. 2(5), 306–312.
Setianingsih, A. (2022). Pengaruh Media Sosial Marketing Tiktok Terhadap Minat Beli Online. 11(September), 107–116.
Stephanus Solaiman, & Christian Haposan Pangaribuan. (2024). The Influence of Hedonic Motivation and Influencer Marketing on Purchasing Decisions with FOMO (Fear of Missing Out) as A Mediating Variable (Empirical Study: Cupika Online Store Customers). International Journal of Economics (IJEC), 3(2), 906–918. https://doi.org/10.55299/ijec.v3i2.1006
Subitmele, S. E. (2024). Bahan Polyester Diklaim Berbahaya, Jangan Asal Pakai. Liputan6.Com. https://www.liputan6.com/hot/read/5705928/bahan-polyester-diklaim-berbahaya-jangan-asal-pakai#google_vignette
Tan, P. L., & Tan, S. Z. (2025). Fear more or fear no more : examining the emotional and behavioral consequences of FOMO and JOMO. 37(6), 1627–1648. https://doi.org/10.1108/APJML-06-2024-0748
Van Zoonen, W., Treem, J. W., & Sivunen, A. (2022). An analysis of fear factors predicting enterprise social media use in an era of communication visibility. Internet Research, 32(7), 354–375. https://doi.org/10.1108/INTR-05-2021-0341
Wei, Y. (2025). The impact of content marketing on consumer purchase intention on TikTok. Asia Pacific Journal of Marketing and Logistics, 37(11), 3273–3290. https://doi.org/10.1108/APJML-09-2024-1259
Yuwono, D. S., & Sudradjat, R. H. (2025). Influence of Influencer Marketing, E-Wom on Timephoria Purchase Decisions Via Tiktok, Mediated by Fomo. Eduvest - Journal of Universal Studies, 5(11), 13838–13853. https://doi.org/10.59188/eduvest.v5i11.51885
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Alif Nur Fadillah, Roymon Panjaitan, Ariati Anomsari, Awanis Linati Haziroh
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
