Work

Pengaruh Fear of Missing Out (FOMO) dan Viral Marketing yang Ditimbulkan oleh Tiktok Terhadap Keputusan Pembelian Gadget Terbaru di Kalangan Mahasiswa Kota Malang

Year: 2025

Type: article

Abstract: This research aims to analyze the influence of Fear of Missing Out (Fomo) and viral marketing caused by TikTok on students' decisions to purchase the latest gadgets in Malang City. This research uses quantitative methods and descriptive research type. The sampling technique uses non-probability sampling and is carried out using purposive sampling. The sample in this research were active Malang City students who used the TikTok application. The data collection technique uses a questionnaire. The data obtained were analyzed using the multiple regression analysis method with the help of the SPSS program. Keywords: Fear Of Missing Out (Fomo), Purchase Decisions, Viral Marketing

Source: BUDGETING Journal of Business Management and Accounting

DOI: 10.31539/budgeting.v6i2.13286

Authors: Enjelika Enjelika, Arief Noviarakhman Zagladi

Institution: State University of Malang

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4409438421

FWCI:

Cites: 3

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Related to: 10