Published: 2026-06-01

Analisis Electronic Word Of Mouth, Online Customer Review dan Fear Of Missing Out Terhadap Keputusan Pembelian pada produk Skincare The Originote Di Marketplace Tiktokshop Melalui Tiktok

DOI: 10.35870/jemsi.v12i3.6443

Nadia Nur Rahmawati, Lilik Indayani, Satrio Sudarso
  • Nadia Nur Rahmawati: Universitas Muhammadiyah Sidoarjo
  • Lilik Indayani: Universitas Muhammadiyah Sidoarjo
  • Satrio Sudarso: Universitas Muhammadiyah Sidoarjo
No Cover Available
Article Metrics
Share:

Abstract

This study analyzes the influence of Electronic Word of Mouth (E-WoM), Online Customer Reviews, and Fear of Missing Out (FOMO) on purchasing decisions for The Originote skincare products on TikTok Shop. Data from 96 TikTok Shop user respondents in Sidoarjo were collected using a questionnaire and analyzed using multiple linear regression. The results show that E-WoM, Online Customer Reviews, and FOMO have a positive and significant influence on purchasing decisions. These findings indicate that consumers are highly influenced by reviews and recommendations from other users, as well as the urge to stay on top of trends. This conclusion emphasizes the importance of marketing strategies based on social interactions and customer feedback in the digital era.

Keywords

Electronic Word of Mouth; Online Customer Reviews; Fear of Missing Out; Purchase Decisions

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Rahmawati, N. N., Indayani, L., & Sudarso, S. (2026). Analisis Electronic Word Of Mouth, Online Customer Review dan Fear Of Missing Out Terhadap Keputusan Pembelian pada produk Skincare The Originote Di Marketplace Tiktokshop Melalui Tiktok. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(3), 2421-2429. https://doi.org/10.35870/jemsi.v12i3.6443
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 3 (2026)

  • Section: Articles

  • Published: 2026-06-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Nadia Nur Rahmawati, Universitas Muhammadiyah Sidoarjo
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Indonesia.

Lilik Indayani, Universitas Muhammadiyah Sidoarjo
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Indonesia.

Satrio Sudarso, Universitas Muhammadiyah Sidoarjo
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Bisnis, Hukum, dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo, Indonesia.

References
  • Aenaya, A. S., Peafut Gunawan, F. W., Anggraini, N., Nurhasanah, S., & Suryaningsih, Y. (2024). The effect of electronic word of mouth (eWOM) and fear of missing out (FOMO) on impulse buying in Shopee moderated self-control. Journal of Economics, Finance and Management Studies, 7(7), 4022–4027. https://doi.org/10.47191/jefms/v7-i7-19.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aisyiyah, A. H., & Indayani, L. (2023). Analysis of e-service quality and electronic word of mouth on purchasing decisions on e-commerce Shopee. 1–12. http://dx.doi.org/10.21070/ups.1561.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Anggraini, A. R., & Hadi, M. (2023). Pengaruh electronic word of mouth dan kualitas. 179–185.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Anisa, R. R., & Nurul Chamidah. (2022). Pengaruh word of mouth mengenai live streaming TikTok Shop terhadap keputusan pembelian konsumen. Jurnal Komunikasi Pemberdayaan, 1(2), 131–143. https://doi.org/10.47431/jkp.v1i2.230.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Aprilya, A. G., & Indayani, L. (n.d.). The influence of content marketing, live streaming, and online customer reviews on purchase decisions at TikTok Shop [Pengaruh content marketing, live streaming, dan online customer review terhadap keputusan pembelian pada TikTok Shop]. 1–16.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ardianti, T., & Sofyan, J. F. (2024). Pengaruh eWOM dan fear of missing out pada niat beli produk skincare lewat TikTok perkenalan. 5(5), 2281–2293.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Bagas Sadewa, A., & Setyawan, A. A. (2024). Pengaruh social e-WOM terhadap purchase intention dengan brand attitude sebagai variabel intervening (studi empiris TikTok Shop pada produk The Originote di Kota Surakarta). SEIKO: Journal of Management & Business, 7(1), 155–166.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Choirunnisa, N. (2024). The influence of influencer marketing, digital advertising, online customer reviews and perceived value on purchasing decisions in the MS Glow e-commerce brand (study of MS Glow users in Sidoarjo). 10(2), 167–183.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Desdia Mulyadi, & Fitriani Nur Utami. (2024). Pengaruh social media marketing terhadap repurchase intention melalui eWOM pada produk The Originote di Indonesia. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(11). https://doi.org/10.47467/alkharaj.v6i11.4423.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Emeralda, Jeni Wulandari, & Diang Adistya. (n.d.). Analisis e-trust, e-WOM, dan e-service quality dalam keputusan pembelian online.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fauziah, F., Nurlenawati, N., & Triadinda, D. (2025). Pengaruh fear of missing out (FOMO) terhadap keputusan pembelian produk skincare dengan konten media sosial TikTok. 14, 1420–1436. https://doi.org/10.34127/jrlab.v14i2.1478.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hamizar, A., Karnudu, F., Relubun, D. A., & Saimima, S. (2024). Consumer impulse buying behavior based on FOMO psychology in the digital era. International Research Conference of Multidisciplinary: Proceeding, 1(1), 134–142.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Laila, A. A. (2025). The influence of online customer review, promotions, and product quality on the purchasing decisions of Gen Z consumers (study on The Originote skincare products). 8(2), 1–23.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Layyina, A. R., Sudarso, S., Oetarjo, M., & Id, S. A. (2025). Pengaruh celebrity endorsement, marketing content dan electronic word of mouth terhadap keputusan pembelian produk fashion di TikTok pada mahasiswa Universitas Muhammadiyah Sidoarjo. Paradoks Jurnal Ilmu Ekonomi, 8(2).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Maulidya Nurivananda, S., Fitriyah, Z., Pembangunan, U., Veteran, N., & Timur, J. (2023). The effect of content marketing and live streaming on purchase decisions on the social media application TikTok (study on generation Z consumers @Scarlett_Whitening in Surabaya). Management Studies and Entrepreneurship Journal, 4(4), 3664–3671.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Muniroh, S. (2024). Pengaruh online customer review, brand image, dan discount terhadap keputusan pembelian produk The Originote di TikTokshop pada mahasiswa Fakultas Ekonomi Universitas Islam Darul ‘Ulum Lamongan. 15(1), 37–48.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Novina Veronica, Yuliana, & Weny. (2024). Analisis pengaruh e-WOM terhadap keputusan pembelian mahasiswa/i dari aplikasi TikTok Shop. Journal of Trends Economics and Accounting Research, 4(2), 463–468. https://doi.org/10.47065/jtear.v4i2.1026.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Purnomo, N., Damayanti, E., Rohmawati, D. P., Lidiawati, B. M., Manajemen, P. S., & Ekonomi, F. (2023). Viral marketing dan online customer review terhadap keputusan pembelian. Jurnal Pro Bisnis, 16(2).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Putra, F., Kurniawan, R., Oetarjo, M., & Sudarso, S. (n.d.). Pengaruh live streaming, online customer review dan voucher gratis ongkir terhadap keputusan pembelian di marketplace Shopee pada mahasiswa Universitas Muhammadiyah Sidoarjo.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Putri, D. A., Indayani, L., & Sukmono, R. A. (n.d.). The effectiveness of influencer marketing, content marketing, and electronic word of mouth (e-WOM) on purchasing decisions for beauty product on Shopee live streaming [Efektivitas influencer marketing, content marketing, dan electronic word of mouth (e-WOM)]. 1–12.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Rahmawati, N. D., Winarso, W., & Anas, H. (2023). Pengaruh flash sale, live shopping, dan electronic word of mouth terhadap keputusan pembelian pada brand Skintific di Shopee (studi kasus mahasiswa Bhayangkara Jakarta Raya). Jurnal Economina, 2(10), 2740–2755. https://doi.org/10.55681/economina.v2i10.897.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Singkil, S. M. A. N. (2024). Pengaruh viral marketing, online customer review dan harga terhadap keputusan pembelian produk moisturizer The Originote di Shopee.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Utami, R. P., Dwi, T., Program, C., Manajemen, S., Ekonomi, F., & Bisnis, D. (n.d.). Pengaruh electronic word of mouth, kualitas produk, dan harga terhadap keputusan pembelian produk The Originote. 5(02).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Vitara, A. F. (2023). Analisis pengaruh e-WOM, online customer review, dan promo gratis ongkir terhadap keputusan pembelian produk Wardah di aplikasi TikTok Shop. Nucl. Phys., 13(1).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yuli Tri Cahyono, & Indah Dwi Wibawani. (n.d.). Pengaruh harga, online customer review, dan online customer rating terhadap keputusan pembelian pada marketplace Shopee.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WOM (electronic word of mouth) terhadap keputusan pembelian kosmetik halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55. https://doi.org/10.47700/jiefes.v3i1.4293.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads