The Influence Of Fear Of Missing Out (Fomo) And The Paylater Feature On Purchasing Decisions For Glad2glow Skincare On The Tiktok Shop Social Commerce Platform In Tasikmalaya

This study aims to analyze the relationship between Fear of Missing Out (FOMO) and the "Paylater" feature in influencing purchasing decisions, specifically within the context of the trending Glad2Glow skincare products on TikTok Shop. This research employs a quantitative approach. A purposive sampling technique was used to select the sample, which consisted of 100 respondents data were collected through observation, document analysis, and the distribution of questionnaires. Multiple linear regression analysis, facilitated by SPSS 25, served as the data analysis tool, with hypotheses tested using F-tests and t-tests at a significance level of α = 0.05 (5%). The regression analysis revealed that, simultaneously, both Fear of Missing Out (FOMO) and the Paylater feature have a significant effect on purchasing decisions. Partial analysis further indicated that both Fear of Missing Out (FOMO) and the Paylater feature individually exert a significant influence on purchasing decisions.