The Impact of Viral and Influencer Marketing on Skintific Purchase Decisions: Exploring the Mediating Role of FoMO
DOI:
https://doi.org/10.1229/tecempresarialjournal.v19i1.431Keywords:
Viral Marketing, Influencer Marketing, Fear of Missing Out, Purchase Decision, Skincare.Abstract
The purpose of this study is to explore the role of Fear of Missing Out (FoMO) with the presence of influencers and skincare promotional content, as well as investigating the influence of viral marketing and influencer marketing on purchasing decisions for skincare products. This research was conducted on consumers who had previously purchased skintific products through an online survey with a sample size of 180 respondents. Data analysis was conducted utilizing SEM) with the SmartPLS 4 analysis tool. The research results showed that marketing influencers had the biggest influence on purchasing decisions, and Fear of Missing Out also had a positive and significant influence on purchasing decisions. On the other hand, viral marketing and influencer marketing have a positive and significant influence on FoMO. Fear of missing out mediates the influence of viral marketing and influencer marketing on creative purchasing decisions. However, there are different results, namely viral marketing has no effect on purchasing decisions. These findings provide an understanding of the factors that influence skin care product purchasing decisions through the interaction of viral marketing, influencer marketing, and FoMO. Practically, this research provides valuable insights for marketing practitioners to design more effective marketing strategies. By understanding consumer responses to various marketing strategies, practitioners can create more positive and engaging experiences for consumers.
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