Pengaruh Influencer Marketing dan Social Media Marketing Terhadap Purchase Intention di Media Sosial dengan Fomo sebagai Moderasi

Talita Zahra Yudhistira; Wisnu Budi Prasetyo

doi:10.55681/sentri.v5i9.7243

Authors

Talita Zahra Yudhistira Universitas Esa Unggul
Wisnu Budi Prasetyo Universitas Esa Unggul

DOI:

https://doi.org/10.55681/sentri.v5i9.7243

Keywords:

Influencer Marketing, Social Media Marketing, Fear of Missing Out, Purchase Intention

Abstract

Purchase intention is an important aspect for companies because it reflects consumers' tendency to make purchases, which can influence the success of a product's marketing. The object of this study is Emina cosmetic products marketed through the TikTok platform. This study aims to analyze the influence of influencer marketing and social media marketing on purchase intention, as well as to examine the role of Fear of missing out (FoMO) as a moderating variable. This study used a quantitative approach involving 192 female respondents aged 15-25 years in the Greater Jakarta area who use Emina products and the TikTok application. The sampling technique used was purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that influencer marketing and social media marketing had a positive and significant effect on purchase intention, with influencer marketing having a stronger influence. Furthermore, FoMO was not proven to moderate the influence of influencer marketing on purchase intention, but was proven to strengthen the influence of social media marketing on purchase intention. These findings indicate that the effectiveness of digital marketing strategies in increasing purchase intention is influenced by the characteristics of the strategy used and the role of FoMO as a consumer psychological factor. This research is expected to contribute to the development of digital marketing strategies, particularly in utilizing influencers and social media more effectively.

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