Pengaruh Product Variety, Online Customer Review dan Fear of Missing Out (FOMO) Terhadap Impulse Buying Brand Glad2glow pada Platform Tiktok

Tri Indah Susilowati; Maruji Pakpahan; Yugi Setyarko

doi:10.61132/jimakebidi.v3i1.1287

Authors

Tri Indah Susilowati Universitas Budi Luhur
Maruji Pakpahan Universitas Budi Luhur
Yugi Setyarko Universitas Budi Luhur

DOI:

https://doi.org/10.61132/jimakebidi.v3i1.1287

Keywords:

FOMO, Glad2glow on TikTok, Impulse Buying, Online Customer Review, Product Variety

Abstract

This study aims to analyze the influence of product variety, online customer reviews, and Fear of Missing Out (FOMO) on impulse buying behavior for Glad2Glow brand products on the TikTok platform. This study uses a quantitative approach with an associative research design. The population in this study is not precisely known, so the sample was determined using a non-probability sampling technique with the Lemeshow formula, resulting in 105 respondents as the research sample. Data were collected by distributing questionnaires to TikTok users who had purchased Glad2Glow products. Next, the data were analyzed using statistical software to test validity, reliability, and the influence between variables through multiple linear regression analysis. The results showed that partially, product variety had a positive and significant effect on impulse buying, meaning that the more diverse the products offered, the higher the tendency for impulsive buying. Online customer reviews were also shown to have a positive and significant effect, demonstrating the importance of information and experiences of other consumers in triggering spontaneous purchasing decisions. In addition, FOMO had a positive and significant effect on impulse buying, indicating that the psychological drive to keep up with trends also increases consumptive behavior. Simultaneously, these three variables had a positive and significant effect on impulse buying.

Downloads

Download data is not yet available.

References

Ahmad, S. H., Wolok, T., & Abdussamad, Z. K. (2022). Pengaruh shopping lifestyle dan promosi produk skin care terhadap impulse buying melalui media TikTok Shop. Jambura, 5(2), 784–793. http://ejurnal.ung.ac.id/index.php/JIMB

Anastasia, N., Widyaningtyas, D., Haryanto, T., & Fauziridwan, M. (2025). The determinants of online impulsive buying on Shopee: An empirical study. Jurnal Ekonomi dan Bisnis Digital, 4(3), 267–280. https://doi.org/10.55927/ministal.v4i3.15194

Arya, G. R. W., & Telagawathi, N. L. W. S. (2021). Efek keragaman produk dan harga produk terhadap impulse buying. Jurnal Ilmiah Akuntansi dan Humanika, 11(1), 11–19. https://ejournal.undiksha.ac.id/index.php/JJA/article/view/27608

Asyifa, H. A., Hidayah, K., & Haryanto, H. C. (2024). Pengaruh fear of missing out (FoMO) terhadap pembelian impulsif online food delivery pada generasi Z, 44–56.

Cahyani, N. K. S., Agung, A. A. P., & Teja, I. G. N. G. A. G. E. (2025). Pengaruh beauty influencer, online customer review, dan fear of missing out (FoMO) terhadap impulse buying produk Somethinc pada aplikasi TikTok Shop. Values, 6(1), 107–116.

Chen, T., Samaranayake, P., Cen, X. Y., Qi, M., & Lan, Y. C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 13, Article 865702. https://doi.org/10.3389/fpsyg.2022.865702

Fumar, M., Setiadi, A., Harijanto, S., Tan, C., & Correspondence Author, J. (2023). The influence of fear of missing out (FOMO), sales promotion, and emotional motive mediated self-control on impulsive buying for hypebeast products. Riwayat: Educational Journal of History and Humanities, 6(3), 1363–1375. http://jurnal.unsyiah.ac.id/riwayat/

Gilang Ramadhan, O., Fadhilah, M., & Hutami, L. T. H. (2025). Pengaruh online customer review dan digital marketing terhadap purchase decision dengan impulsive buying sebagai variabel mediasi di Shopee pada generasi Z. Jurnal Manajemen Pendidikan dan Ilmu Sosial, 6(1), 510–526. https://doi.org/10.38035/jmpis.v6i1.3645

Glad2Glow. (2025). Glad2Glow: LinkedIn company page. LinkedIn. https://www.linkedin.com/company/glad2glow/

GoodStats. (2025a). 65% publik RI gunakan media sosial sebagai sumber informasi skincare. https://data.goodstats.id/statistic/65-publik-ri-gunakan-media-sosial-sebagai-sumber-informasi-skincare-bk3nI

GoodStats. (2025b). Penggunaan media sosial vs total populasi Indonesia. https://goodstats.id/publication/media-social-use-vs-total-population-oWXdZ

Harahap, D. A., & Amanah, D. (2022). Memahami impulsive buying dalam proses keputusan pembelian konsumen. Jurnal Manajemen dan Bisnis Performa, 19(1), 31–55. https://doi.org/10.29313/performa.v19i01.9719

Jefri Putri, N., Diah, A., & Gairah, S. (2021). Teori perilaku konsumen. PT Nasya Expanding Management.

Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0. PT Gramedia Pustaka Utama.

Kementerian Perindustrian Republik Indonesia. (2025). Kemenperin gadang potensi industri kosmetik semakin gemilang. https://ikm.kemenperin.go.id/kemenperin-gadang-potensi-industri-kosmetik-semakin-gemilang

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education Limited.

Kotler, P., & Keller, K. L. (2016). A framework for marketing management (6th ed.). Pearson Education Limited.

Maheswara, R. (2025). Pengguna TikTok di Indonesia 2025. Dataloka. https://dataloka.id/humaniora/5190/indonesia-masih-jadi-negara-pengguna-tiktok-terbanyak-di-dunia-pada-oktober-2025/

Rahmadani, D. A., Basalamah, M. R., & Hardaningtyas, R. T. (2023). Pengaruh price discount, online customer review, dan voucher gratis ongkos kirim terhadap impulse buying pengguna Shopee Live. Jurnal Riset Manajemen, 13(1), 482–491.

Reken, F., Erdawati, Rahayu, S., Apriansyah, R., Herman, H., Sulfitri, V., Suprihartini, L., Hermanto, Masliardi, A., Fatmawati, Hariyanti, N. K. D., & Tawi, M. R. (2024). Pengantar ilmu manajemen pemasaran. CV Gita Lentera.

Religia, Y., Sriyanto, A., Hidayat, R. S., & Setyarko, Y. (2022). Pengaruh brand image, electronic word of mouth, dan celebrity endorser terhadap keputusan pembelian konsumen produk daypack Eiger di Kota Bekasi. Jurnal Ekonomika dan Manajemen, 11(1), 77–87. https://doi.org/10.36080/jem.v11i1.1745

Soleha, S. R., & Sagir, H. J. (2024). Pengaruh fear of missing out (FOMO) dan hedonic shopping motivation terhadap impulse buying di e-commerce. Journal of Economics, Business, & Entrepreneurship, 5, 34–38. https://doi.org/10.29303/alexandria.v5iSpecialIssue.604

Sriyanto, A., Vildayanti, R. A., & Lestari, K. D. (2024). Impulse buying in minimarket retail consumers: Is it influenced by price discount and hedonic shopping value mediated by positive emotion. International Journal of Environmental, Sustainability, and Social Science, 5(5), 1380–1394. https://doi.org/10.38142/ijesss.v5i5.1192

Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Supeni, N. (2025). Analysis of factors influencing impulse buying at Golden Market Jember, 6, 7–11.

Tegowati, Martoatmodjo, G. W., Kalbuadi, A., Ismail, K., Idayati, F., & Rukmana, A. Y. (2024). Pengembangan produk.

Violyta, D. A. (2025). Analisis pengaruh keberagaman produk dan visual merchandising terhadap impulsive buying sebagai moderating kepuasan berbelanja Miniso Suzuya Mall Rantauprapat. Jurnal Bisnis Mahasiswa, 5(3), 1587–1594. https://doi.org/10.60036/jbm.624

We Are Social. (2025). Digital 2025: The essential guide to the global state of digital.