PENGARUH FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE DENGAN KONTEN MEDIA SOSIAL TIKTOK SEBAGAI VARIABEL MODERASI

Fitri Fauziah; Netti  Nurlenawati; Dexi Triadinda

doi:10.34127/jrlab.v14i2.1478

Authors

Fitri Fauziah Universitas Buana Perjuangan Karawang
Netti Nurlenawati Universitas Buana Perjuangan Karawang
Dexi Triadinda Universitas Buana Perjuangan Karawang

DOI:

https://doi.org/10.34127/jrlab.v14i2.1478

Keywords:

Fear Of Missing Out (FoMo), Social Media Content, Purchasing Decision

Abstract

Technological advances make it easier for people to access various information, in terms of shopping, including in the increasingly growing skincare industry. One of the elements that influences consumer behavior in making skincare purchases is the Fear of Missing Out (FoMo) which triggers the fear of missing the opportunity to get the latest products or follow popular trends. Through user reviews, influencer recommendations, and product reviews, social media contributes significantly to the rapid spread of information about skincare products. By using social media content as a moderating variable, this study tries to find out how FoMo influences the purchase of skincare products. The methodology of this study is a quantitative approach that combines a purposive sampling approach on social media users who also use skincare products. Determination of the number of samples using the Hair formula which produces 100 respondents. The collected data was transformed using MSI then analyzed using the classical assumption test and moderation regression with the SPSS analysis tool. The study findings show that social media and FoMo content influence consumer decisions to purchase significantly and positively, and the interaction between FoMo and social media content has a negative effect although it remains significant. Overall, FoMo and social media content have been shown to influence consumer purchasing decisions.

References

Basarah, F. F., & Romaria, G. (2020). Perancangan Konten Edukatif Di Media Sosial. Jurnal Abdi Masyarakat (JAM), 5(2), 22. https://doi.org/10.22441/jam.2020.v5.i2.006

Baskara, A., Nurlenawati, N., & Triadinda, D. (2023). Pengaruh Variasi Produk, dan Promosi terhadap Keputusan Pembelian Kopi Kulo Galuh Mas Karawang. Economicus, 17(2), 112–123.

Chen, B., Wang, L., Rasool, H., & Wang, J. (2022). Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-commerce. Frontiers in Psychology, 13(June). https://doi.org/10.3389/fpsyg.2022.905531

Chen, X., Shen, X., Huang, X., & Li, Y. (2021). Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands. SAGE Journal, 11(4). https://doi.org/10.1177/21582440211052951

Dailynotif.com. (2025). TikTok Capai 1,59 Miliar Pengguna di 2025, Indonesia Nomor Dua Terbanyak! Daily Notif. https://www.dailynotif.com/artikel/87714636041/tiktok-capai-159-miliar-pengguna-di-2025-indonesia-nomor-dua-terbanyak

Dexi Triadinda, & Anis Fitri Nur Masruriyah. (2024). Impact of Digital Marketing Features on Consumer’s Purchase Decision in High End Brand “ButtonScarves”: Brand Image as a Mediator. International Journal of Management Research and Economics, 2(1), 183–192. https://doi.org/10.54066/ijmre-itb.v2i1.1477

Fathurrohman, D., Nurlenawati, N., & Triadinda, D. (2023). Pengaruh Live Streaming dan Customer Rating terhadap Keputusan Pembelian Hijab Kenan di Tiktok. Management Studies and Entrepreneurship Journal, 4(5), 6320–6334. http://journal.yrpipku.com/index.php/msej

Firamadhina, F. I. R., & Krisnani, H. (2021). Perilaku Generasi Z Terhadap Penggunaan Media Sosial Tiktok (TikTok Sebagai Media Edukasi dan Aktivisme). Jurnal Neliti, 10(2), 199. https://doi.org/10.24198/share.v10i2.31443

Good, M. C., & Hyman, M. R. (2020). Fear of missing out: antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. https://doi.org/10.1080/10696679.2020.1766359

Hair, J., Anderson, R., Babin, B., & Black, W. (2018). Multivariate Data Analysis (8th ed.). Cengage Learning.

Herawati, I., Rizal, I., & Amita, N. (2022). The Impact Of Social Media On Fear Of Missing Out Among Z Generation: A Systematic Literature Review. Journal Of Islamic And Contemporary Psychology, 2(2).

Husna, J. (2019). Peran Pustakawan Sebagai Kreator Konten Digital. Jurnal Kajian Budaya, Perpustakaan, Dan Informasi, 3(2), 173–184. https://doi.org/10.14710/anuva.3.2.173-184

Jefri Putri Nugraha, M. S., Dian Alfiah, S. K. M., Dr. Gairah Sinulingga, S.E., M. M., Umi Rojiati, M. K. I., Dr. Gazi Saloom, M. S., Rosmawati, S.Pi., M. S., Fathihani, S.E., M. M., Dr. Renè Johannes, S.E., M.Si., M.M., M.Si., Ak., CA., CPMA., CPA., C., ASEAN-CPA., C., Kristia, M. B. A., Mail Hilian Batin, S.E.I., M. E., Widya Jati Lestari, S.E., M. M., Husnil Khatimah, Ph.D., C.H., Chat., C., & Maria Fatima B. Beribe, M. P. (2021). TEORI PERILAKU KONSUMEN (M. T. Ahmad Jibril, S.T. (Ed.)). PT. Nasya Expanding Management.

Kalodata.com. (2025). TikTok Statistik 2024: Data, Tren, dan Wawasan Pemasaran yang Perlu Anda Ketahui. Kalodata. https://www.kalodata.com/id/blog/2024/07/tiktok-statistik-2024-data-tren-dan-wawasan-pemasaran-yang-perlu-anda-ketahui/#:~:text=Berdasarkan data terbaru%2C TikTok telah mencapai lebih dari,yang luar biasa sebesar 20%25 dibandingkan tahun sebelumnya.

Katadata.co.id. (2023). Indonesia Punya Pengguna TikTok Terbanyak ke-2 di Dunia. Databooks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/e648305dcaf6b0f/indonesia-punya-pengguna-tiktok-terbanyak-ke-2-di-dunia#:~:text=Menurut laporan We Are Social%2C ada sekitar 106%2C51,di posisi teratas dengan 143%2C4 juta pengguna TikTok.

Kurniawan, R., & Utami, R. H. (2022). Validation of Online Fear of Missing Out (ON-FoMO) Scale. Jurnal Neo Konseling, 4(3), 1. https://doi.org/10.24036/00651kons2022

Lim, C., Genoviene, F., Riyanto, B., & Abdillah, F. (2024). Fenomena Fear of Missing Out (FOMO) Terhadap Keputusan Pembelian Donut Of Curiosity. Jurnal Hospitaliti Dan Pariwisata, 6(1).

Manalu, H., Ramly, F., Mubarak, I., Djodding, Kusuma, P. P., Guampe, F. A., Farida, E., Triadinda, D., Sritutur, F. F., Hidayaty, D. E., Sopingi, I., Santoso, A., Fatimah, A. N., Azalia, Dani, R., Norman, E., Syahriani, E., Widayanti, R., Alfifto, … Dwitalia, D. (2024). Metode Penelitian Ekonomi. In Sarwandi (Ed.), Paper Knowledge . Toward a Media History of Documents. PT. Mifandi Mandiri Digital.

Market Share E-Commerce di Indonesia: Shopee 36%, Tokopedia 35%, TikTok 5%. (2023). Kumparan Bisnis. https://kumparan.com/kumparanbisnis/market-share-e-commerce-di-indonesia-shopee-36-tokopedia-35-tiktok-5-21GS0aJhcVx?utm_source

Marta, R. (2024). FOMO di Kalangan Gen Z dalam Era Digital. Kumparan. https://kumparan.com/unirevi/fomo-di-kalangan-gen-z-dalam-era-digital-23VhtvBKVQ4/full

Munawar, S., Bashir, A., Fahim, S. M., Rehman, A., & Mukhtar, B. (2021). The Effect Of Fear-Of-Missing-Out (Fomo) On Hedonic Services Purchase In Collectivist And Restrained Society: A Moderated –Mediated Model. Academy of Strategic Management Journal, 20(SpecialIssue2), 1–20.

Murfida, I. E. (2024). Orang Indonesia Paling Sering Habiskan Waktu untuk Main Sosial Media. Good Stats. https://goodstats.id/article/orang-indonesia-paling-sering-habiskan-waktu-untuk-main-sosial-media-nETfh

Muslim, A. W. (2020). Pengaruh Media Sosial, E-Service Quality dan Harga Terhadap Keputusan Pembelian yang di Mediasi Oleh Gaya Hidup. Jurnal Riset Bisnis Dan Manajemen, 6(2).

Norfai. (2020). Manajemen Data (Aris Setia Noor (Ed.)). Universitas Islam Kalimantan.

Pasaribu, M. S., Nurlenawati, N., & Triadinda, D. (2024). Strategi Konten Marketing Pada Media Sosial Instagram Sebagai Strategi Pemasaran Digital Sate Taichan Senayan. Journal of Management and Bussines, 6(1), 37–48.

Rachmad, Y. E., Setiawan, Z., Purwoko, Nora, L., Syamil, A., Risdwiyanto, A., & Munizu, M. (2023). Manajemen dan Pemasaran, (Teori dan Studi Kasus) (Efitra & Sepriano (Eds.); Pertama). PT Sonpedia Publishing Indonesia.

Republik Indonesia. (1999). Undang-Undang Nomor 8 Tahun 1999 Perlindungan Konsumen. In Undang-Undang Nomor 8 Tahun 1999. https://peraturan.bpk.go.id/Home/Details/45288/uu-no-8-tahun-1999

Rizaty, M. A. (2024). Data Jumlah Pengguna Media Sosial di Indonesia pada 2024. DataIndonesia.Id. https://dataindonesia.id/internet/detail/data-jumlah-pengguna-media-sosial-di-indonesia-pada-2024

Sari, S. P. (2020). Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen. Psikoborneo Jurnal Ilmiah Psikologi, 8(1), 147–155.

Saveski, M., Kotti, F., Vitousek, S. M., Diuk, C., Barlett, B., & Adamic, L. (2021). Social Catalysts: Characterizing People Who Spark Conversations Among Others. Journal Cournel University, 1(1).

Skincare (Southeast Asia Outlook April 2024). (2024). Tmo Group. https://www.tmogroup.asia/downloads/skincare-southeast-asia-outlook/

Spišáková, D., & Ráczová2, B. (2020). Emerging Adulthood Features : An Overview Of The Research In Approached And Perspectives In Goals Area. Človek a Spoločnosť Individual and Society, 23(1), 1–16.

Suhartini, & Maharani, D. (2023). Peran Fear Of Missing Out (FOMO) dalam Perilaku Konsumen Terhadap Keputusan Pembelian. Journal Economics and Digital Business Review, 4(2), 349–356.

Sutisna, M., Putri, J. S. A., & Sarah, I. S. (2023). Pengaruh Media Sosial Terhadap Proses Pengambilan Keputusan Pembelian Online Konsumen Pada Masa Pandemi COVID-19. Journal of Business and Economics Research (JBE), 4(1), 63–70. https://doi.org/10.47065/jbe.v4i1.3119

Syamer, D. M., & Setyawati, I. (2024). Pengaruh FOMO, Persepsi Harga Dan Promosi Medsos Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Karen’s Diner Jakarta. Jurnal Ilmiah Edunomika, 8(3), 1–19.

Tandon, A., Dhir, A., Almugren, I., AlNemer, G. N., & Mäntymäki, M. (2021). Fear Of Missing Out (FOMO) Among Social Media Users: A Systematic Literature Review, Synthesis And Framework For Future Research. Journal Internet Research, 31(3), 782–821. https://doi.org/10.1108/INTR-11-2019-0455

TikTok Ends Retail Business In Indonesia After Ban On Social Media Shopping. (2023). Apnews.Com. https://apnews.com/article/indonesia-tiktok-ecommerce-ban-china-62e5ef9f366d8cfd4a94427393bb5aba

TikTok Shop Statistics. (2025). Capital One Shopping. https://capitaloneshopping.com/research/tiktok-shopping-statistics/

Tonce, Y., Purnama, Y. D., & Rangga. (2022). Minat Dan Keputusan Pembelian : Tinjauan Melalui Persepsi Harga & Kualitas Produk (Konsep dan Studi Kasus). Penerbit Adab.

Wachyuni, S. S., Namira, S., Respati, R. D., & Teviningrum, S. (2024). Fenomena Fear Of Missing Out ( FOMO ) Terhadap Keputusan Pembelian Restoran Viral Karen ’ s Diner. Jurnal Bisnis Hospitality, 13(1), 89–101. https://doi.org/10.52352/jbh.v13i1.1382

Yunus, I., & Ariawan. (2022). Keputusan Pembelian Konsumen: Perspektif Online Consumer Review. Jurnal Manajemen Dan Bisnis, 3(1), 36. https://doi.org/10.30742/pragmatis.v3i1.2476

Zanjabila, T. S., Shalahuddin, A., Syukur, M. H. A., Zanjabila, T. S., Heriyadi, & Listiana, E. (2023). Fear of Missing Out in Cenntenials : How Social Media Contents Affects Online Impulse Buying in E-Commerce ? Journal Of Business Management, 4(1), 1–9. https://doi.org/10.47310/iarjbm.2023.v04i01.011

Zanlex, E., & Sitinjak, T. (2023). Pengaruh Dimensi Pemasaran Konten Melalui Media Sosial Instagram Terhadap Citra Merek Tokopedia Di Jakarta Utara. Institut Bisnis Dan Informatika Kwik Kian Gie.

Zusrony, E. (2021). PERILAKU KONSUMEN DI ERA MODERN (M. K. Robby Andika Kusumajaya, S.ST., M.M. (Ed.)). Yayasan Prima Agus Teknik.