PENGARUH INFLUENCER MARKETING DAN SHOPPING ENJOYMENT TERHADAP IMPULSE BUYING DENGAN FOMO (FEAR OF MISSING OUT) SEBAGAI VARIABEL MEDIASI PADA PEMBELIAN HIJAB PARIS JADUL VARISHA DI TIKTOK SHOP

The expansion of social commerce through TikTok Shop has reconfigured consumer behavior,
particularly in Muslim fashion, as reflected in the increasing tendency of impulsive buying. The
convergence of digital entertainment, social interaction, and transactional activities through short video
features, live broadcasts, and limited-time promotions creates an immersive and persuasive shopping
experience. This phenomenon is influenced by marketing factors, such as influencer marketing and
shopping enjoyment, and is reinforced by the psychological condition of Fear of Missing Out (FoMO). This
study is useful to investigate the impact of influencer marketing and shopping enjoyment on impulsive
buying behavior with FoMO as a mediating variable among consumers of Hijab Paris Jadul Varisha in
TikTok Shop. Quantitative steps are utilized with SEM-PLS analysis processed by SmartPLS on data
obtained from purposive sampling techniques. The analysis findings show that shopping enjoyment has a
significant positive impact on FoMO and impulsive buying, while influencer marketing has no significant
impact on impulsive buying. On the other hand, FoMO is proven to mediate the relationship between
shopping enjoyment and impulsive buying, but it is unsuccessful in mediating the relationship between
influencer marketing and impulsive buying. These findings show that the affective dimension of the
shopping experience and the psychological condition of FoMO play a central role in shaping impulsive
buying behavior in the social commerce ecosystem.
Keywords: Influencer Marketing, Shopping Enjoyment, Fear Of Missing Out (Fomo), Impulse Buying.