Determinan Keputusan Pembelian Generasi Z di TikTok Shop: Viral Marketing, Celebrity Endorser, Brand Awareness, Fear of Missing Out
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Abstract
Perkembangan social commerce melalui TikTok Shop mendorong perusahaan memanfaatkan berbagai strategi pemasaran digital untuk memengaruhi keputusan pembelian konsumen, khususnya Generasi Z. Penelitian ini didasarkan pada teori Stimulus–Response (S-R) yang menjelaskan bahwa stimulus pemasaran dapat menghasilkan respons berupa keputusan pembelian. Penelitian bertujuan menganalisis pengaruh viral marketing, celebrity endorser, brand awareness, dan fear of missing out (FoMO) terhadap keputusan pembelian produk Glad2Glow pada pengguna TikTok Shop Generasi Z di Purwokerto. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Data primer diperoleh melalui penyebaran kuesioner kepada 113 responden dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa viral marketing, celebrity endorser, brand awareness, dan fear of missing out berpengaruh positif dan signifikan terhadap keputusan pembelian produk Glad2Glow. Penelitian selanjutnya disarankan untuk memperluas cakupan wilayah dan menambahkan variabel lain yang relevan, seperti electronic word of mouth atau online customer review guna memperkaya pemahaman mengenai keputusan pembelian pada platform social commerce.
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