Pengaruh FoMO, Endorsement Influencer, e-WOM di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur

Elany Tri Yuliyanti ; Ute Chairus M. Nasution ; Awin Mulyati
Harmoni: Jurnal Ilmu Komunikasi dan Sosial 📅 2025 Vol 3, No 1 🔗 DOI: 10.59581/harmoni-widyakarya.v3i2.5128
Abstract
The rapid growth of social media, especially TikTok, has changed how consumers seek information and make purchasing decisions. This is especially clear among Generation Z, who strongly respond to visual, short, interesting digital content. Fear of missing out (FoMO), Influencer Endorsements, and electronic word-of-mouth (e-WOM) have become important components of digital marketing strategies, specially in the trendy beauty industry. Somethinc, a local beauty brand active on TikTok, is an ideal object of study for this research, which explores the impact of FoMO, Influencer Endorsement, and e-WOM on purchasing decisions. This research study explores whether FoMO, Influencer Endorsements, and e-WOM on TikTok significantly impact the purchasing decisions of Generation Z in East Surabaya. This research uses a quantitative method, collecting data through an e-questionnaire distributed to 100 Generation Z individuals living in East Surabaya who have purchased at least twice and used Somethinc products within the last five months. The results show that all three variables positively and significantly influence purchasing decisions, both partially and simultaneously. FoMO creates emotional urgency, Influencer Endorsements build trust through personal credibility, and e-WOM provides relevant information. These factors are effective in influencing Generation Z’s beauty product purchases.
Keywords
Electronic Word Of Mouth ; Endorsement Influencer; Fear Of Missing Out; Purchase Decision; Somethinc
How to Cite

Elany Tri Yuliyanti, et al. (2025). Pengaruh FoMO, Endorsement Influencer, e-WOM di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur. Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(1). https://doi.org/10.59581/harmoni-widyakarya.v3i2.5128

Elany Tri Yuliyanti; Ute Chairus M. Nasution; Awin Mulyati, "Pengaruh FoMO, Endorsement Influencer, e-WOM di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur," Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 1, 2025.

Elany Tri Yuliyanti; Ute Chairus M. Nasution; Awin Mulyati. "Pengaruh FoMO, Endorsement Influencer, e-WOM di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur." Harmoni: Jurnal Ilmu Komunikasi dan Sosial, vol. 3, no. 1, 2025.

Elany Tri Yuliyanti; Ute Chairus M. Nasution; Awin Mulyati. "Pengaruh FoMO, Endorsement Influencer, e-WOM di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur." Harmoni: Jurnal Ilmu Komunikasi dan Sosial 3, no. 1 (2025).

Elany Tri Yuliyanti, et al. (2025) 'Pengaruh FoMO, Endorsement Influencer, e-WOM di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur', Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 3(1). doi: 10.59581/harmoni-widyakarya.v3i2.5128.

Elany Tri Yuliyanti; Ute Chairus M. Nasution; Awin Mulyati. Pengaruh FoMO, Endorsement Influencer, e-WOM di Media Sosial TikTok Terhadap Keputusan Pembelian Brand Somethinc pada Generasi Z di Surabaya Timur. Harmoni: Jurnal Ilmu Komunikasi dan Sosial. 2025;3(1).

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