PENGARUH KEINGINAN MENIRU DAN FOMO DALAM PRODUK KOSMETIK YANG DIENDORSE OLEH SOSIAL MEDIA INFLUENCER

Uswatun Hasanah(1), Asep Hermawan(2*),

(1) Program Studi Manajemen, Universitas Trisakti Jakarta
(2) Program Studi Manajemen, Universitas Trisakti Jakarta
(*) Corresponding Author

Abstract


This research aims to analyze the influence of Imitation of Influencer, Social Comparison, Materialism, and Fear of Missing Out (FOMO) on Buying Intention. Data were collected through questionnaires from consumers who follow the social media accounts of three beauty influencers, namely Tasya Farasya, Nanda Arsyinta, and Hanum Mega, and are domiciled in Jakarta. The study used a sample size of 220 respondents with purposive sampling technique. The data analysis method employed in this research is Structural Equation Model (SEM) using AMOS 21 software. The results indicate that Imitation of Influencer has a positive influence on Social Comparison, Imitation of Influencer does not have a positive influence on Materialism, Social Comparison has a positive influence on FOMO, FOMO has a positive influence on Buying Intention, and Materialism has a positive influence on Buying Intention.


Keywords


Imitation of Influencer, Social Comparision, Materialism, FOMO, Buying Intention.

Full Text:

PDF

References


Ashikali, E.-M., & Dittmar, H. (2012). The effect of priming materialism on women’s responses to thin-ideal media. British Journal of Social Psychology, 51(4), 514–533. https://doi.org/https://doi.org/10.1111/j.2044-8309.2011.02020.x

Bartsch, F., & Dienlin, T. (2018). The influence of social media affinity on social comparison and consumer behaviour. Journal of Consumer Psychology, 28(1), 63–83.

Dinh, T. C. T., & Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364. https://doi.org/10.1108/JRIM-042021-0127

Ferle, C., & Chan, K. (2008). Determinants for materialism among adolescents in Singapore. Young Consumers, 9(3), 201–214. https://doi.org/10.1108/17473610810901633

Geng, R., Chen, X., & Wang, S. (2023). Wear in or wear out: how consumers respond to repetitive influencer marketing. In Internet Research. https://doi.org/10.1108/INTR-012022-0075

Hair, J. ., Anderson, R. ., Tatham, R. ., & Black, W. . (2018). Multivariate Data Analysis (8th ed.). Prentice Hall, Englewood Cliffs, NJ.

Kang, I., Cui, H. and Son, J. (2019). Perilaku Konsumsi Kesesuaian dan FOMO (Vol. 11 No).

Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology, 10(November), 1–17. https://doi.org/10.3389/fpsyg.2019.02567

Sekaran, U., & Bougie, R. (2016). Research Methods for Business. Jhon Wiley & Sons Ltd.




DOI: https://doi.org/10.37365/ebid.v2i1.230

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Lisensi Creative Commons

Karya ini dilisensikan di bawah  Lisensi Internasional Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 .