THE INFLUENCE OF FEAR OF MISSING OUT (FOMO) AND TIKTOK SOCIAL MEDIA MARKETING ON IMPULSIVE BUYING OF ADIDAS SAMBA PRODUCTS AMONG STUDENTS OF THE UNIVERSITY OF MUHAMMADIYAH TANGERANG
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Students at Muhammadiyah University of Tangerang are the subjects of this research, and the purpose of the investigation is to investigate the impact that social media marketing Tiktok and FOMO have on the impulsive purchasing of Adidas Samba products of these students. In this investigation, a quantitative methodology was used. A total of ninety individuals participated in the research study. These individuals were selected using the process of purposive sampling, with particular consideration given to respondents who were students at Muhammadiyah University of Tangerang and who were actively utilizing Adidas Samba items. This information was gathered via the use of a questionnaire that had a Likert scale score ranging from 1 to 5. Validity tests, reliability tests, classical assumption tests, multiple linear regression tests, coefficient of determination tests, and hypothesis tests are all examples of the types of data analysis that were used in this research. Additionally, SPSS version 27 was utilized for the analysis of the data. The findings of the study indicate that there is a partial positive and significant influence of the Fear of Missing Out variable, as indicated by a calculated t value of 9.214> t table 1.662 with a significance level of 0.000 <0.05. Additionally, the study reveals that Social Media Marketing has a positive and significant effect on Impulsive Buying, as indicated by a calculated t value of 7.642 > t table 1.662 with a significance value of 0.000 <0.05. The findings of the simultaneous analysis indicate that the combination of Fear of Missing Out (FOMO) and Social Media Marketing on Impulsive Buying has a positive and significant impact. The computed F value of 57.289 is more than the F table value of 3.10, and the significance level is 0.000, which is less than the threshold of 0.05. On the basis of the determination coefficient test, the findings that were obtained were 56.8%, while the remaining 43.3% was impacted by other factors that were not evaluated.
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