Peran Fomo, Promosi Penjualan, Dan Jomo Terhadap Niat Beli Melalui Kepercayaan

Libraska Lasyahida; Afrima Widanti

doi:10.37479/jeej.v8i2.35055

Peran Fomo, Promosi Penjualan, Dan Jomo Terhadap Niat Beli Melalui Kepercayaan

Libraska Lasyahida, Afrima Widanti

Abstract

Perkembangan e-commerce berbasis live streaming telah mengubah cara konsumen dalam mengambil keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh Fear of Missing Out (FOMO), promosi penjualan, dan Joy of Missing Out (JOMO) terhadap niat beli konsumen pada TikTok Shop dengan kepercayaan sebagai variabel mediasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan analisis Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa FOMO, promosi penjualan, dan JOMO berpengaruh positif signifikan terhadap niat beli konsumen. Selain itu, kepercayaan juga berperan sebagai mediator yang memperkuat hubungan ketiga variabel tersebut terhadap niat beli. Temuan ini menegaskan pentingnya kepercayaan dan strategi promosi yang efektif dalam membangun niat beli konsumen di platform live streaming.

Keywords

Fomo, Promosi Penjualan, Jomo, Niat Beli, Kepercayaan

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DOI: https://doi.org/10.37479/jeej.v8i2.35055