Gen-Z’s Digital Economy: The Impact of Influencer, Brand Image, and FoMO (Fear of Missing Out) on TikTok Shop Buying Interest
DOI:
https://doi.org/10.37385/ijedr.v6i5.8079Keywords:
Digital Economy, Buying Interest, Brand Image, FoMO, Influencers, TikTok ShopAbstract
This study explores the dynamics of Gen-Z’s digital economy by examining the impact of influencers, brand image, and Fear of Missing Out (FoMO) on their purchasing behavior on TikTok Shop. With the rapid growth of TikTok Shop usage among Generation Z, impulsive buying driven by influencer promotions and social trends has become a significant phenomenon. This research aims to identify the dominant factors influencing Gen-Z’s buying interest and analyze how these variables collectively shape their purchase decisions within the digital marketplace. Utilizing a quantitative approach, data were collected via online questionnaires from 110 randomly selected respondents based on the Lemeshow formula. Data analysis using SmartPLS-3 and SPSS 26 revealed that influencers, brand image, and FoMO significantly and simultaneously impact Gen-Z’s buying interest on TikTok Shop. These findings highlight critical elements in the digital economy that marketers must leverage to effectively engage this demographic.
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