Pengaruh FOMO dan Flash Sale terhadap Keputusan Pembelian Parfum Mykonos melalui TikTok Shop di Jakarta Barat

The Influence of FOMO and Flash Sale on Mykonos Perfume Purchase Decisions through TikTok Shop in West Jakarta

Abstract

This study examines the effects of Fear of Missing Out (FOMO) and Flash Sales on Mykonos perfume purchasing decisions through TikTok Shop in West Jakarta. An associative quantitative approach was applied to 100 purposively selected respondents. Eligible respondents lived in West Jakarta, were aged 17–45 years, had purchased Mykonos perfume, and had experience buying during Flash Sales or promotions. Data were collected through questionnaires, observation, and documentation during May–July 2026. SPSS 27 was used for instrument testing, classical assumption tests, multiple linear regression, t-tests, an F-test, and coefficients of determination. FOMO was positively and significantly associated with purchasing decisions (B = 0.408; t = 14.505; p < 0.001), as were Flash Sales (B = 0.347; t = 5.983; p < 0.001). The model was jointly significant, F(2, 97) = 132.091; p < 0.001, with R² of 0.731 and adjusted R² of 0.726. These findings suggest combining relevant, transparent promotions with adequate product information and needs-based consumer decisions. Generalization is limited by purposive sampling and the focus on one brand and one area.