Pengaruh Content Marketing dan Scarcity Marketing terhadap Purchase Intention melalui Fomo sebagai Variabel Mediasi (Studi Konsumen Produk Fashion XYZ di TikTok)

Abstrak

The rapid growth of the digital fashion industry and the increasing use of social media, particularly TikTok,
have transformed consumer behavior and intensified competition among brands. Rapidly changing trends
and product scarcity have made Content Marketing and Scarcity Marketing relevant strategies for
influencing Purchase Intention. This study aims to examine the effects of Content Marketing and Scarcity
Marketing on Purchase Intention, with Fear of Missing Out (FOMO) serving as a mediating variable
among consumers of XYZ fashion products on TikTok. The study employed a quantitative approach with a
causal research design. A total of 130 respondents were selected using purposive sampling. Data were
collected through questionnaires and analyzed using the Partial Least Squares Structural Equation
Modeling (PLS-SEM) method with SmartPLS 4 and SPSS 25. The findings indicate that both Content
Marketing and Scarcity Marketing have a positive and significant effect on Purchase Intention. Scarcity
Marketing also has a significant positive effect on FOMO, whereas Content Marketing does not
significantly affect FOMO. Furthermore, FOMO has a significant positive effect on Purchase Intention and
mediates the relationship between Scarcity Marketing and Purchase Intention, but it does not mediate the
relationship between Content Marketing and Purchase Intention.