THE EFFECT OF BEAUTY INFLUENCERS, FEAR OF MISSING OUT (FOMO), AND TIKTOK ADVERTISING ON SOMETHINC PURCHASE DECISIONS

Abstract

This study examines how beauty influencers, Fear of Missing Out (FoMO), and TikTok advertising affect purchasing decisions for Somethinc products among Generation Z consumers in Madiun City. A quantitative survey design was employed. The study involved 200 respondents selected through purposive sampling. Eligible participants were Generation Z consumers aged 16–29 years who lived in Madiun City and had purchased Somethinc products. Data were gathered through questionnaires and processed using multiple linear regression with SPSS. The findings indicate that beauty influencers, FoMO, and TikTok advertising each have a positive and statistically significant effect on purchasing decisions. Among the three predictors, TikTok advertising exerts the strongest influence. The regression model accounts for 45.1% of the variation in purchasing decisions, while the remaining variation is attributable to factors outside the model. The findings emphasize the value of engaging TikTok content, credible beauty influencers, and trend-oriented digital marketing strategies in reaching Generation Z consumers.