Pengaruh influencer marketing terhadap keputusan pembelian melalui fear of missing out (fomo) sebagai variabel mediasi pada produk skincare diaplikasi tiktok

Herly, Angelica (2025) Pengaruh influencer marketing terhadap keputusan pembelian melalui fear of missing out (fomo) sebagai variabel mediasi pada produk skincare diaplikasi tiktok. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the effect of Influencer Marketing on purchase decisions through Fear of Missing Out (FoMO) as a mediating variable for skincare products on the TikTok application. Along with technological developments, TikTok is not only used as an entertainment medium but also as a shopping platform. This study uses a quantitative approach with a survey method by distributing questionnaires to 60 respondents who are TikTok users. The data analysis technique used is Partial Least Squares (PLS) with the assistance of SmartPLS version 4.1.6.6 software. The results show that Influencer Marketing has a positive and significant effect on purchase decisions and on Fear of Missing Out (FoMO). In addition, FoMO is also proven to have a positive and significant effect on purchase decisions. Furthermore, FoMO significantly mediates the effect of Influencer Marketing on purchase decisions, indicating that this influence occurs not only directly but also indirectly through the increase of FoMO among consumers. Keyword : Influencer Marketing, Fear of Missing Out (FoMO), Purchase Decision

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