The Influence of Affiliate Marketing and Fear of Missing Out (FOMO) on The Purchase Decision of Glad2glow Skincare Products on Tiktok Shop

Abstract

The growth of TikTok Shop has encouraged companies to leverage affiliate marketing and the Fear of Missing Out (FoMO) as strategies to boost consumer purchasing decisions. This study aims to analyze the influence of affiliate marketing and the Fear of Missing Out (FoMO) on purchasing decisions for Glad2Glow skincare products on TikTok Shop. This study employs a quantitative approach using explanatory research methods on 100 respondents selected via purposive sampling. Data were collected via a questionnaire and analyzed using IBM SPSS Statistics 27. The results indicate that affiliate marketing and the Fear of Missing Out (FoMO) do not have a significant effect on purchasing decisions, either partially or simultaneously. These findings suggest that purchasing decisions for Glad2Glow products are more influenced by other factors outside the variables examined.