Pengaruh Content Marketing dan FOMO terhadap Minat Beli Konsumen Pada Produk Aksesori Blindbox di Platform TikTok

Nessa Aulia Jalapuspa Tambunan; Fresha Kharisma

doi:10.59945/jpnm.v4i3.1511

Authors

Nessa Aulia Jalapuspa Tambunan Universitas Negeri Surabaya
Fresha Kharisma Universitas Negeri Surabaya

DOI:

https://doi.org/10.59945/jpnm.v4i3.1511

Keywords:

Content Marketing, Fear of Missing Out (FOMO), Minat Beli, Produk Aksesori Blindbox, TikTok

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing dan Fear of Missing Out (FOMO) terhadap Minat Beli konsumen pada produk aksesori blindbox di TikTok. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori. Populasi penelitian adalah pengguna TikTok di Indonesia berusia 18–34 tahun yang pernah melihat konten produk blindbox dan memiliki ketertarikan terhadap produk tersebut. Sampel penelitian berjumlah 270 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner tertutup dengan skala Likert lima poin dan dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS Statistics versi 26. Hasil penelitian menunjukkan bahwa Content Marketing berpengaruh positif dan signifikan terhadap Minat Beli dengan nilai koefisien regresi sebesar 0,572, nilai t hitung sebesar 14,543, dan nilai signifikansi sebesar 0,000 < 0,05. Fear of Missing Out (FOMO) juga berpengaruh positif dan signifikan terhadap Minat Beli dengan nilai koefisien regresi sebesar 0,246, nilai t hitung sebesar 12,850, dan nilai signifikansi sebesar 0,000 < 0,05. Secara simultan, kedua variabel membentuk model regresi yang signifikan dengan nilai F hitung sebesar 317,556 dan nilai R² sebesar 0,704, sehingga 70,4 persen variasi Minat Beli dapat dijelaskan oleh model penelitian. Hasil deskriptif menunjukkan bahwa Entertainment Focus menjadi indikator Content Marketing dengan nilai rata-rata tertinggi, sedangkan Updating menjadi indikator Fear of Missing Out (FOMO) dengan nilai rata-rata tertinggi. Temuan tersebut menunjukkan bahwa konten yang menghibur dan dorongan untuk terus mengikuti pembaruan informasi berperan dalam membentuk Minat Beli konsumen pada produk aksesori blindbox di TikTok.

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