“I CAN’T RESIST TIKTOK”: EXPLORING THE INFLUENCE OF CELEBRITY ENDORSEMENT, PARASOCIAL INTERACTION, AND FOMO ON GEN-Z PURCHASE INTENTION
-
Rizal Boy Oktavian(1)
Department of Management, Faculty of Economics and Business, UPN “Veteran” Jawa Timur
-
Rizky Dermawan(2*)
Department of Management, Faculty of Economics and Business, UPN “Veteran” Jawa Timur
-
Nurkholish Majid(3)
Department of Management, Faculty of Economics and Business, UPN “Veteran” Jawa Timur
(*) Corresponding Author
Keywords:
Celebrity Endorsement, Parasocial Interaction, FOMO, Purchase Intention, Generation Z
Abstract
This research aimed to examine the influence of celebrity trustworthiness, celebrity attractiveness, parasocial interaction, and fear of missing out (FOMO) on purchase intention among TikTok users in the management student community. The population consisted of active undergraduate management students at the Universitas Pembangunan Nasional "Veteran" Jawa Timur who use TikTok. The sampling technique employed was purposive sampling based on specific criteria. The study utilized a quantitative approach, and data was collected through a survey questionnaire. The key findings revealed that celebrity attractiveness and FOMO had a significant positive influence on purchase intention, while celebrity trustworthiness and parasocial interaction did not contribute to purchase intention. In conclusion, marketers should focus on leveraging celebrity attractiveness and creating a FOMO effect to effectively target the Generation Z consumer segment on the TikTok platform.
Keywords: Celebrity Endorsement; Parasocial Interaction; FOMO; Purchase Intention; Generation Z
Downloads
Download data is not yet available.
References
Afifah, I. F. (2022). Expertise, Trustworthiness, Similarity, Familiarity, Likeability, Product-Match Up of Celebrity Endorsement to Purchase Intention. Journal of Communication and Public Relations, 1(2), 21-30.
https://doi.org/10.37535/105001220223
Ahmad, H., Idris, I., Alias, S. S., Tuong, C., & Amit, H. (2020). The Credibility of Celebrity Endorser: Its Impact Towards Consumer Purchase Intention On Instagram in Malaysia. PalArch's Journal, 17(9), 1327-1343.
https://archives.palarch.nl/index.php/jae/article/view/3756
Andrew, R., Suryawan, I. N., & Kusumahadi, R. A. (2023). Fear of Missing Out and Perceived Quality Effect onPurchase Intention by Students. ARBITRASE: Journal of Economics and Accounting, 3(3), 573-579. 10.47065/arbitrase.v3i3.715
Arogundade, & Kingsley, K. (2022). Celebrity Endorsement and Consumers' Purchase Intention of Brewery Products in Lagos Metropolis, Nigeria. British International Journal of Business and Marketing Research, 5(3), 1-8.
https://aspjournals.org/Journals/index.php/bijbmr/article/view/67/65
Aziz, Z. D. A., Omar, M. K., & Ariffin, S. (2019). The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials. RELIGACIÓN, 4(14), 116-124. https://media.neliti.com/media/publications/331629-the-effects-of-celebrity-endorsements-to-544d3f36.pdf
Damayanti, S., & Daulay, M. Y. I. (2023). Examining The Role of Social Media Interactions and Para-Social Interaction on Celebrity Purchase Intention. International Conference on Finance Economics and Business (ICOFEB), 1(1), 1-14.
https://proceedings.unimal.ac.id/icofeb/article/view/457
DataReportal. (2024, February 21). Digital 2024: Indonesia — DataReportal – Global Digital Insights. DataReportal. Retrieved March 31, 2024, from
https://datareportal.com/reports/digital-2024-indonesia
Dinh, T. C. T., Wang, M., & Lee, Y. (2023). How Does the Fear of Missing Out Moderate the Effect of Social Media Influencers on Their Followers’ Purchase Intention? SAGE Open, 13(3), 1-13.
https://doi.org/10.1177/2158244023119725
Dwisuardinata, I. B. N., & Darma, G. S. (2023). The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FOMO) towards Purchase Intention on Alcoholic Beverage in Bali. Binus Business Review, 14(1).
https://doi.org/10.21512/bbr.v14i1.8919
Farasandy, A. N., & Arafah, W. (2023). Pengaruh Influencer terhadap Purchase Intention pada Platform Media Sosial. Jurnal Ekonomi Trisakti, 3(2), 2819-2830.
http://dx.doi.org/10.25105/jet.v3i2.17809
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning, EMEA. 978-1-4737-5654-0
Hikmawati, H. (2019). The Influence of Credibility and Attractiveness of Beauty Vlogger as a Celebrity Endorser on Consumer Purchase Intention. Manajemen Bisnis, 9(1), 45-52.
https://ejournal.umm.ac.id/index.php/jmb/article/view/9436
IDN Research Institute. (2024). Indonesia Gen Z Report 2024. IDN Times. Retrieved March 31, 2024, from
https://cdn.idntimes.com/content-documents/indonesia-gen-z-report-2024.pdf
Jin, S. V., & Ryu, E. (2020). “I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 1-15.
https://doi.org/10.1016/j.jretconser.2020.102121
Lee, J. K. (2021). The Effects of Para-social Interaction on Brand Engagement and Purchase Intentions in One Person Internet Broadcasting Media: The Moderated Mediating Effect of Social Presence by Big Five Personality Traits. The Korean Journal of Consumer and Advertising Psychology, 22(2), 239-269.
https://doi.org/10.21074/kjlcap.2021.22.2.239
Lili, Z., Al Mamun, A., Hayat, N., Salamah, A. A., Yang, Q., & Ali, M. H. (2022). Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth. Frontiers in Psychology, 13.
https://doi.org/10.3389/fpsyg.2022.860177
Martiningsih, D. A., & Setyawan, A. A. (2022). The Impact of Influencers’ Credibility Towards Purchase Intention. Atlantis Press: Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022), 218(1), 196-204.
https://atlantis-press.com/proceedings/icoebs-22/125975174
Moodley, M. N., & Machela, T. (2022). The impact of influencer marketing and celebrity endorsements on consumer behaviour within the South African context. Sabinet African Journals, 18(2), 74-93.
https://journals.co.za/doi/epdf/10.10520/ejc-irmr1_v18_n2_a6
Onu, C. A., Nwaulune, J., Adegbola, E.A., & Nnorom, G. (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions: A study on Nigerian consumers. Management Science Letters, 9, 1965-1976.
https://growingscience.com/msl/Vol9/msl_2019_183.pdf
Pratama, P. (2021). Pengaruh Parasocial Interaction pada Minat Pembelian. IDEAS: Jurnal Pendidikan, Sosial, Dan Budaya, 7(4), 123-132.
10.32884/ideas.v7i4.518
Purwanto, P. (2021). #I Envy, Therefore, I Buy! #: The Role of Celebgram Trustworthiness and Para-Social Interactions in Consumer Purchase Intention. JMK: Jurnal Manajemen dan Kewirausahaan, 23(2), 189-196.
https://doi.org/10.9744/jmk.23.2.186-196
Rahmawati, I., & Sijabat, R. (2022). Analysis of Influencer's Imitation Behavior Phenomenon, Fear of Missing Out About the Impact on Purchase Intention on Local Cosmetic Products Endorsed by Social Media Influencers. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 10454-10468.
https://doi.org/10.33258/birci.v5i2.4859
Retail Asia. (2022, November 9). Brand-brand APAC masuk ke media sosial untuk berinteraksi dengan konsumen. Retail Asia. Retrieved March 31, 2024, from
https://retailasia.com/indonesian/exclusive/brand-brand-apac-masuk-ke-media-sosial-untuk-berinteraksi-dengan-konsumen
Sari, Y. M., Hayu, R. S., & Salim, M. (2021). The Effect of Trustworthiness, Attractiveness, Expertise, and Popularity of Celebrity Endorsement. Jurnal Manajemen dan Kewirausahaan, 9(2), 163-172.
https://www.researchgate.net/profile/Rina-Hayu/publication/357449905_The_Effect_of_Trustworthiness_Attractiveness_Expertise_and_Popularity_of_Celebrity_Endorsement/links/62e476dd3c0ea8788768d86a/The-Effect-of-Trustworthiness-Attractiveness-Expertise-and-Po
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.
https://www.libgen.is/book/index.php?md5=E1EAC6C3AB7F5FA927C27194C0FBB3CB
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(1-9), 1-9.
https://doi.org/10.1016/j.jretconser.2019.01.011
Sudirgo, G., & Cahyadi, L. (2024). Measuring the Role of Social Media and E-word of Mouth on Purchase Intention of Secondate Make-up Products. KINERJA, 28(1), 74-90.
https://ojs.uajy.ac.id/index.php/kinerja/article/view/8338/3449
Sugiyono, S. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, CV. https://digilib.stekom.ac.id/ebook/view/Metode-Penelitian-Kuantitatif-Kualitatif-Dan-Rnd
Tarigan, R. S., Tandung, J. C., Sutrisno, A. K., & Viriyani, V. (2023). The Effect of Celebrity Endorsement on Purchase Intention. International Journal of Financial and Investment Studies (IJFIS), 4(1), 50-62.
https://ijfis.petra.ac.id/index.php/ijfis/article/view/115/81
Thuy, P. T., Huong, N. T. G., & Lan, D. T. K. (2023). The Impact of the Fear of Missing Out on Purchasing Trendy Fashion Products among Young Consumers on Social Media Platforms. International Journal of Advanced Multidisciplinary Research and Studies, 3(5), 1240-1249.
https://www.multiresearchjournal.com/admin/uploads/archives/archive-1697779065.pdf
Utami, D. I. (2022). Pengaruh Daya Tarik Celebrity Endorser, Kredibilitas Celebrity Endorser, Kreativitas Iklan dan Kemenarikan Pesan Iklan terhadap Niat Beli Pengguna E-Commerce. Jurnal Entrepreneur dan Manajemen. Sains, 3(1), 391-402.
https://doi.org/10.35760/eb.2022.v27i3.5950
Widyastuti, P. (2022). Shopping Anxiety and “Fear Of Missing Out” (Fomo) for Purchase Intention of E-Commerce During Pandemic Covid-19. Jurnal Ekonomi, 11(2), 1116-1123.
https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/499
Wuisan, D., Kananda, I. L., Saputra, M. A., & Dinata, M. R. (2021). The Effect of Celebrity Endorsement on PurchaseIntention of Adidas Products Mediated byCustomer’s Attitude Toward Brand. ADI International Conference Series, 3(1), 525-533.
https://adi-journal.org/index.php/conferenceseries/article/view/386
https://doi.org/10.37535/105001220223
Ahmad, H., Idris, I., Alias, S. S., Tuong, C., & Amit, H. (2020). The Credibility of Celebrity Endorser: Its Impact Towards Consumer Purchase Intention On Instagram in Malaysia. PalArch's Journal, 17(9), 1327-1343.
https://archives.palarch.nl/index.php/jae/article/view/3756
Andrew, R., Suryawan, I. N., & Kusumahadi, R. A. (2023). Fear of Missing Out and Perceived Quality Effect onPurchase Intention by Students. ARBITRASE: Journal of Economics and Accounting, 3(3), 573-579. 10.47065/arbitrase.v3i3.715
Arogundade, & Kingsley, K. (2022). Celebrity Endorsement and Consumers' Purchase Intention of Brewery Products in Lagos Metropolis, Nigeria. British International Journal of Business and Marketing Research, 5(3), 1-8.
https://aspjournals.org/Journals/index.php/bijbmr/article/view/67/65
Aziz, Z. D. A., Omar, M. K., & Ariffin, S. (2019). The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials. RELIGACIÓN, 4(14), 116-124. https://media.neliti.com/media/publications/331629-the-effects-of-celebrity-endorsements-to-544d3f36.pdf
Damayanti, S., & Daulay, M. Y. I. (2023). Examining The Role of Social Media Interactions and Para-Social Interaction on Celebrity Purchase Intention. International Conference on Finance Economics and Business (ICOFEB), 1(1), 1-14.
https://proceedings.unimal.ac.id/icofeb/article/view/457
DataReportal. (2024, February 21). Digital 2024: Indonesia — DataReportal – Global Digital Insights. DataReportal. Retrieved March 31, 2024, from
https://datareportal.com/reports/digital-2024-indonesia
Dinh, T. C. T., Wang, M., & Lee, Y. (2023). How Does the Fear of Missing Out Moderate the Effect of Social Media Influencers on Their Followers’ Purchase Intention? SAGE Open, 13(3), 1-13.
https://doi.org/10.1177/2158244023119725
Dwisuardinata, I. B. N., & Darma, G. S. (2023). The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FOMO) towards Purchase Intention on Alcoholic Beverage in Bali. Binus Business Review, 14(1).
https://doi.org/10.21512/bbr.v14i1.8919
Farasandy, A. N., & Arafah, W. (2023). Pengaruh Influencer terhadap Purchase Intention pada Platform Media Sosial. Jurnal Ekonomi Trisakti, 3(2), 2819-2830.
http://dx.doi.org/10.25105/jet.v3i2.17809
Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning, EMEA. 978-1-4737-5654-0
Hikmawati, H. (2019). The Influence of Credibility and Attractiveness of Beauty Vlogger as a Celebrity Endorser on Consumer Purchase Intention. Manajemen Bisnis, 9(1), 45-52.
https://ejournal.umm.ac.id/index.php/jmb/article/view/9436
IDN Research Institute. (2024). Indonesia Gen Z Report 2024. IDN Times. Retrieved March 31, 2024, from
https://cdn.idntimes.com/content-documents/indonesia-gen-z-report-2024.pdf
Jin, S. V., & Ryu, E. (2020). “I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 1-15.
https://doi.org/10.1016/j.jretconser.2020.102121
Lee, J. K. (2021). The Effects of Para-social Interaction on Brand Engagement and Purchase Intentions in One Person Internet Broadcasting Media: The Moderated Mediating Effect of Social Presence by Big Five Personality Traits. The Korean Journal of Consumer and Advertising Psychology, 22(2), 239-269.
https://doi.org/10.21074/kjlcap.2021.22.2.239
Lili, Z., Al Mamun, A., Hayat, N., Salamah, A. A., Yang, Q., & Ali, M. H. (2022). Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth. Frontiers in Psychology, 13.
https://doi.org/10.3389/fpsyg.2022.860177
Martiningsih, D. A., & Setyawan, A. A. (2022). The Impact of Influencers’ Credibility Towards Purchase Intention. Atlantis Press: Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022), 218(1), 196-204.
https://atlantis-press.com/proceedings/icoebs-22/125975174
Moodley, M. N., & Machela, T. (2022). The impact of influencer marketing and celebrity endorsements on consumer behaviour within the South African context. Sabinet African Journals, 18(2), 74-93.
https://journals.co.za/doi/epdf/10.10520/ejc-irmr1_v18_n2_a6
Onu, C. A., Nwaulune, J., Adegbola, E.A., & Nnorom, G. (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions: A study on Nigerian consumers. Management Science Letters, 9, 1965-1976.
https://growingscience.com/msl/Vol9/msl_2019_183.pdf
Pratama, P. (2021). Pengaruh Parasocial Interaction pada Minat Pembelian. IDEAS: Jurnal Pendidikan, Sosial, Dan Budaya, 7(4), 123-132.
10.32884/ideas.v7i4.518
Purwanto, P. (2021). #I Envy, Therefore, I Buy! #: The Role of Celebgram Trustworthiness and Para-Social Interactions in Consumer Purchase Intention. JMK: Jurnal Manajemen dan Kewirausahaan, 23(2), 189-196.
https://doi.org/10.9744/jmk.23.2.186-196
Rahmawati, I., & Sijabat, R. (2022). Analysis of Influencer's Imitation Behavior Phenomenon, Fear of Missing Out About the Impact on Purchase Intention on Local Cosmetic Products Endorsed by Social Media Influencers. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 10454-10468.
https://doi.org/10.33258/birci.v5i2.4859
Retail Asia. (2022, November 9). Brand-brand APAC masuk ke media sosial untuk berinteraksi dengan konsumen. Retail Asia. Retrieved March 31, 2024, from
https://retailasia.com/indonesian/exclusive/brand-brand-apac-masuk-ke-media-sosial-untuk-berinteraksi-dengan-konsumen
Sari, Y. M., Hayu, R. S., & Salim, M. (2021). The Effect of Trustworthiness, Attractiveness, Expertise, and Popularity of Celebrity Endorsement. Jurnal Manajemen dan Kewirausahaan, 9(2), 163-172.
https://www.researchgate.net/profile/Rina-Hayu/publication/357449905_The_Effect_of_Trustworthiness_Attractiveness_Expertise_and_Popularity_of_Celebrity_Endorsement/links/62e476dd3c0ea8788768d86a/The-Effect-of-Trustworthiness-Attractiveness-Expertise-and-Po
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.
https://www.libgen.is/book/index.php?md5=E1EAC6C3AB7F5FA927C27194C0FBB3CB
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(1-9), 1-9.
https://doi.org/10.1016/j.jretconser.2019.01.011
Sudirgo, G., & Cahyadi, L. (2024). Measuring the Role of Social Media and E-word of Mouth on Purchase Intention of Secondate Make-up Products. KINERJA, 28(1), 74-90.
https://ojs.uajy.ac.id/index.php/kinerja/article/view/8338/3449
Sugiyono, S. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, CV. https://digilib.stekom.ac.id/ebook/view/Metode-Penelitian-Kuantitatif-Kualitatif-Dan-Rnd
Tarigan, R. S., Tandung, J. C., Sutrisno, A. K., & Viriyani, V. (2023). The Effect of Celebrity Endorsement on Purchase Intention. International Journal of Financial and Investment Studies (IJFIS), 4(1), 50-62.
https://ijfis.petra.ac.id/index.php/ijfis/article/view/115/81
Thuy, P. T., Huong, N. T. G., & Lan, D. T. K. (2023). The Impact of the Fear of Missing Out on Purchasing Trendy Fashion Products among Young Consumers on Social Media Platforms. International Journal of Advanced Multidisciplinary Research and Studies, 3(5), 1240-1249.
https://www.multiresearchjournal.com/admin/uploads/archives/archive-1697779065.pdf
Utami, D. I. (2022). Pengaruh Daya Tarik Celebrity Endorser, Kredibilitas Celebrity Endorser, Kreativitas Iklan dan Kemenarikan Pesan Iklan terhadap Niat Beli Pengguna E-Commerce. Jurnal Entrepreneur dan Manajemen. Sains, 3(1), 391-402.
https://doi.org/10.35760/eb.2022.v27i3.5950
Widyastuti, P. (2022). Shopping Anxiety and “Fear Of Missing Out” (Fomo) for Purchase Intention of E-Commerce During Pandemic Covid-19. Jurnal Ekonomi, 11(2), 1116-1123.
https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/499
Wuisan, D., Kananda, I. L., Saputra, M. A., & Dinata, M. R. (2021). The Effect of Celebrity Endorsement on PurchaseIntention of Adidas Products Mediated byCustomer’s Attitude Toward Brand. ADI International Conference Series, 3(1), 525-533.
https://adi-journal.org/index.php/conferenceseries/article/view/386
Published
2024-11-11
How to Cite
Oktavian, R., Dermawan, R., & Majid, N. (2024). “I CAN’T RESIST TIKTOK”: EXPLORING THE INFLUENCE OF CELEBRITY ENDORSEMENT, PARASOCIAL INTERACTION, AND FOMO ON GEN-Z PURCHASE INTENTION. Journal of Management : Small and Medium Enterprises (SMEs), 17(3), 1201-1212. https://doi.org/10.35508/jom.v17i3.17243
Section
Articles
