PENGARUH CONTENT MARKETING, BEAUTY INFLUENCER DAN FEAR OF MISSING OUT TERHADAP PERILAKU IMUPLSE BUYING PRODUK KOSMETIK DI TIKTOK PADA GENERASI Z KOTA PALEMBANG

Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing, Beauty Influencer, dan Fear of Missing Out (FOMO) terhadap Impulse Buying produk kosmetik di TikTok pada Generasi Z Kota Palembang. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling. Sampel penelitian berjumlah 97 responden yang merupakan Generasi Z Kota Palembang dan pernah membeli produk kosmetik melalui TikTok. Data diperoleh melalui penyebaran kuesioner dan dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji koefisien determinasi (R²), uji t, dan uji F dengan bantuan IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa Content Marketing berpengaruh positif dan signifikan terhadap Impulse Buying, sedangkan Beauty Influencer dan Fear of Missing Out (FOMO) tidak berpengaruh signifikan terhadap Impulse Buying produk kosmetik di TikTok pada Generasi Z Kota Palembang. Secara simultan, Content Marketing, Beauty Influencer, dan Fear of Missing Out (FOMO) berpengaruh signifikan terhadap Impulse Buying. Penelitian ini diharapkan dapat menjadi masukan bagi pelaku usaha dalam menyusun strategi pemasaran digital yang lebih efektif, khususnya melalui penyajian content marketing yang berkualitas.

Kata Kunci: Konten Pemasaran, Pemengaruh Kecantikan, Rasa Takut Ketinggalan, Pembelian Impulsif.

This study aims to analyze the effect of Content Marketing, Beauty Influencer, and Fear of Missing Out (FOMO) on Impulse Buying of cosmetic products on TikTok among Generation Z in Palembang City. This research employed a quantitative method using purposive sampling. The sample consisted of 97 respondents from Generation Z in Palembang City who had purchased cosmetic products through TikTok. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), t-test, and F-test with the assistance of IBM SPSS Statistics. The results indicate that Content Marketing has a positive and significant effect on Impulse Buying, while Beauty Influencer and Fear of Missing Out (FOMO) do not have a significant effect on Impulse Buying of cosmetic products on TikTok among Generation Z in Palembang City. Simultaneously, Content Marketing, Beauty Influencer, and Fear of Missing Out (FOMO) have a significant effect on Impulse Buying. The findings are expected to provide useful insights for businesses in developing more effective digital marketing strategies, particularly through high-quality content marketing.

Keywords: Content Marketing, Beauty Influencer, Fear of Missing Out, Impulse Buying.