From Social Media to Checkout: The Fomo Phenomenon in Indonesia's Beauty Sector

Ida Ayu Santhi Adnyani  Dewi; Ida Ayu Oka Martini

doi:10.18196/jbti.v16i1.26000

Authors

Ida Ayu Santhi Adnyani Dewi Master of Management Postgraduate Program, Universitas Pendidikan Nasional, Denpasar, Indonesia, Indonesia
Ida Ayu Oka Martini Master of Management Postgraduate Program, Universitas Pendidikan Nasional, Denpasar, Indonesia, Indonesia

DOI:

https://doi.org/10.18196/jbti.v16i1.26000

Keywords:

Brand image, Viral marketing, Influencer marketing, FOMO, Purchase decision

Abstract

The skincare market in Indonesia is experiencing rapid growth, driven by the increasing young population. This research aims to examine the impact of brand image, viral marketing, and influencer marketing on consumer purchasing decisions, with Fear of Missing Out (FOMO) acting as a mediating factor. A quantitative approach is employed, utilizing a non-probability sampling method, specifically incidental sampling. The sample consists of 220 consumers in Indonesia who have purchased and used Skintific skincare products. Data was collected through an online questionnaire. The analysis was conducted using descriptive analysis with SPSS and inferential analysis through Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that brand image and viral marketing do not have significant effect on purchasing decisions, but influencer marketing has a positive and significant effect. In contrast, FOMO has a positive and significant effect on purchasing decisions. Additionally, brand image, viral marketing, and influencer marketing have a positive and significant influence on FOMO. FOMO serves as a mediating variable that strengthens the impact of brand image, viral marketing, and influencer marketing on purchasing decisions. These findings suggest that, in marketing strategies, fostering FOMO through various campaigns can be a more effective approach to driving consumer purchasing decisions.

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