The Effect of TikTok Electronic Word of Mouth on Wardah Purchase Decisions: The Mediating Role of Brand Trust and the Moderating Role of Fear of Missing Out
DOI:
https://doi.org/10.31000/6xnc6942Keywords:
Electronic Word of Mouth (eWOM), Brand Trust, Fear of Missing Out (FoMO)Abstract
This study aims to examine the effect of TikTok Electronic Word of Mouth (eWOM) on the purchase decision of Wardah products, with Brand Trust as a mediating variable and Fear of Missing Out (FoMO) as a moderating variable. This study employed a quantitative approach with an explanatory research design. The respondents consisted of 145 Generation Z consumers in Banjar City who actively use TikTok, have seen reviews of Wardah products on TikTok, and have purchased Wardah products. Data were collected through questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that TikTok eWOM has a positive and significant effect on Purchase Decision and Brand Trust. Brand Trust also has a positive and significant effect on Purchase Decision and partially mediates the relationship between TikTok eWOM and Purchase Decision. However, FoMO does not significantly moderate the effect of TikTok eWOM on Purchase Decision. These findings indicate that positive and credible eWOM on TikTok can encourage purchase decisions both directly and indirectly by strengthening consumer trust in the Wardah brand. However, psychological pressure related to fear of missing trends does not significantly strengthen the influence of eWOM on purchase decisions. This study highlights the importance of managing authentic digital reviews and building brand trust in social media marketing strategies for cosmetic products
References
Arikunto, S. (2001). Prosedur Penelitian. Rineka Cipta.
Dafin Naufan, F. (2024). EFEKTIVITAS E-WOM PADA MEDIA TIKTOK DALAM MENINGKATKAN MINAT BELI DAN KEPUTUSAN PEMBELIAN. 9(2). https://doi.org/10.36418/syntax
Erika Dewi Ari, M., & Yasin, A. (2024). Pengaruh Label Halal, E-Wom, Fomo Dan Brand Trust Terhadap Keputusan Pembelian Produk Skincare Halal (Studi Kasus Pada Masyarakat Muslim Di Kabupaten Tuban). Jurnal Ekonomika Dan Bisnis Islam, 7(3), 107–120. https://journal.unesa.ac.id/index.php/jei
Ghozali, I. (2021). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 untuk Penelitian Empiris. badan penerbit universitas diponegoro.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Hair, J. F. ., Black, W. C. ., Babin, B. J. ., & Anderson, R. E. . (2019). Multivariate data analysis Joseph F. Hair, Jr. (University of South Alabama), William C. Black (Louisiana State University), Barry J. Babin (Louisiana Tech University), Rolph E. Anderson (Drexel University) (8th ed.). Cengage.
Ismagilova, E., Dwivedi, Y. K., & Slade, E. L. (2017). Elektronic Word of Mouth (eWOM) in the Marketing Context (a state of the Art Analysis and Future Directions). Springer Briefs in Business. https://doi.org/10.1007/978-3-319-52459-7
Ketut, N., Cahya Dewi, F., Ayu, G., & Giantari, K. (2025). Peran Brand Trust Memediasi Pengaruh E-Wom Terhadap Keputusan Pembelian Scarlett Whitening Di Kota Denpasar. JUIMA: Jurnal Ilmu Manajemen, 15(2), 150–171. https://e-journal.unmas.ac.id/index.php/juima/article/view/12248
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed). Pearson Education.
Noviandini, N. P. T., & Yasa, N. N. K. (2021). PERAN BRAND TRUST MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN. E-Jurnal Manajemen Universitas Udayana, 10(11), 1201. https://doi.org/10.24843/EJMUNUD.2021.v10.i11.p08
Nugraha, F. M., Lutfi, L., & Satyanegara, D. (2025). Peran Brand Trust dalam Memediasi Pengaruh Electronic Word of Mouth (E-Wom) dan Social Media Marketing terhadap Keputusan Pembelian (Studi Pada Pengguna E-Commerce Tokopedia di Kota Serang). J-CEKI : Jurnal Cendekia Ilmiah, 4(3), 771–792. https://doi.org/10.56799/jceki.v4i3.7913
Nur Wahida, Burhanuddin Burhanuddin, Muhammad Ilham Wardhana Haeruddin, Muhammad Ichwan Musa, & Annisa Paramaswary Aslam. (2024). Pengaruh Fear Of Missing Out Dan Brand Trust Terhadap Keputusan Pembelian Produk The Originote. EBISMAN EBisnis Manajemen, 2(1), 30–43. https://doi.org/10.59603/ebisman.v2i1.331
Oktora, K. R., & Hayati, N. (2025). Pengaruh FOMO dan E-WOM terhadap Pembelian Impulsif Produk The Originote di Shopee (Studi pada Gen-Z Kota Bandung). Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 5(1), 453–468. https://doi.org/10.55606/jempper.v5i1.5958
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Riansyah, B. (2025). PENGARUH FEAR OF MISSING OUT (FOMO), BRAND AWARENESS, BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN ONLINE MELALUI RELIGIUSITAS DAN KESADARAN HALAL SEBAGAI PEMODERASI (STUDI GEN Z MUSLIM DI KOTA PANGKALPINANG). Pascasarjana UIN Maulana Malik Ibrahim.
Samudra, S. S., & Prasetya, H. (2025). Pengaruh E-WOM, FoMO, Impulsive Buying terhadap Keputusan Pembelian Makanan TikTok Gen-Z Surabaya. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 3439–3445. https://doi.org/10.31004/riggs.v4i4.3984
Shahid Shahmiri. (2025, December 5). Demografi TikTok 2025: Statistik & Tren Utama. Marketinglad. https://marketinglad.io/id/tiktok-demographics/
Siswoyo, H. (2016). Metode SEM untuk penelitian manajemen dengan AMOS 22.00, LISREL 8.80 dan smart PLS (H. Mintardja, Ed.; 1st ed.). PT intermedia personalia utama.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Novita Elsa Sabila, Andri Helmi Munawar, Dian Hadiani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The Authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright of the article shall be assigned to Indonesian Journal of Law and Policy Studies, Post Graduate in Law Universitas Muhammadiyah Tangerang, Indonesia as the publisher of the journal.
Jurnal Manajemen & Bisnis (JMB) right of first publication with the work simultaneously licensed under Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0)Â that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
