The The Impact of UGC and e-WOM in TikTok on Concert Ticket Purchase Intention: The Intervening Role of FOMO
DOI:
https://doi.org/10.21009/ISC-BEAM.013.75Keywords:
User-Generated Content, Electronic Word-of-Mouth, Fear of Missing Out, Purchase Intention, TikTok, K-Pop ConcertAbstract
The influence of user-generated content (UGC) and electronic word of mouth (e-WOM) on TikTok has changed the way consumers obtain information and make purchasing decisions. Moreover, the fear of missing out (FOMO) phenomenon is also a strong reason that influences purchasing behavior. Concerts are a popular form of entertainment in Indonesia, one of which is K-Pop concerts. This study aims to examine the effect of user generated content (UGC) and electronic word-of-mouth (e-WOM) on the purchase intention of The Dream Show 3 Jakarta concert tickets, with the mediation of FOMO (fear of missing out). The research method used is quantitative by distributing questionnaires measured using a Likert scale. The population in this study were respondents who had experience watching The Dream Show 3 Jakarta concert. A sample of 100 respondents will be taken using non-probability sampling technique with purposive sampling method. The research data was processed using the Structural Equation Modeling (SEM) method with the help of SmartPLS software. The results showed that user-generated content, electronic word-of-mouth, and fear of missing out had a positive and significant effect on the purchase intention of The Dream Show 3 Jakarta concert tickets, user generated content, and electronic word of mouth had a positive and significant effect on fear of missing out. In addition, the results also reveal that, fear of missing out mediates the relationship between electronic word of mouth and purchase intention of The Dream Show 3 Jakarta concert tickets, but fear of missing out does not mediate the relationship between user generated content and purchase intention of The Dream Show 3 Jakarta concert tickets. The managerial implications of this study indicate that concert industry players, especially K-Pop concert promoters, can design effective marketing strategies by utilizing the power of UGC, e-WOM, and maximizing the potential of FOMO to increase ticket sales.
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