Pengaruh Self Congruity Dan Fear Of Missing Out (FOMO) Terhadap Keputusan Pembelian Melalui Minat Beli Pada Konsumen Glad2glow Di Tiktok Shop

Thouresyah Aprrillia; Nur Ajizah

doi:10.31004/koloni.v5i3.1416

Authors

Thouresyah Aprrillia Universitas Yudharta
Nur Ajizah Universitas Yudharta

DOI:

https://doi.org/10.31004/koloni.v5i3.1416

Keywords:

Self Congruity, Fear of Missing Out, Purchase Intention, Purchase Decision, TikTok Shop

Abstract

This study aims to analyze the influence of Self Congruity and Fear of Missing Out (FOMO) on Purchase Decisions, both directly and through Purchase Intention as a mediating variable among Glad2Glow consumers on TikTok Shop. The study employed a quantitative explanatory research approach with purposive sampling involving 120 respondents. Data were collected using a Likert-scale questionnaire and analyzed using path analysis and the Sobel test with SPSS. The results show that Self Congruity has a positive and significant effect on Purchase Intention (B = 0.556; t = 12.870; p < 0.001) and Purchase Decision (B = 0.179; t = 3.804; p < 0.001). FOMO has a positive and significant effect on Purchase Intention (B = 0.280; t = 6.220; p < 0.001), but does not have a significant direct effect on Purchase Decision (B = 0.021; t = 0.574; p = 0.567). Purchase Intention has a positive and significant effect on Purchase Decision (B = 0.579; t = 8.908; p < 0.001) and is the most dominant predictor. The Sobel test indicates that Purchase Intention partially mediates the effect of Self Congruity (Z = 7.325) and fully mediates the effect of FOMO (Z = 5.100) on Purchase Decision. The R² values are 0.516 for the Purchase Intention model and 0.723 for the Purchase Decision model, indicating substantial explanatory power. The findings confirm that identity congruence and social pressure operate through the formation of purchase intention, while purchase intention serves as the principal psychological bridge toward actual purchase decisions.

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