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Ratih Hendayani
Universitas Telkom
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Journal : Economic Reviews Journal

 1 
Pengaruh FOMO (Fear of Missing out) By Tiktok Influencer terhadap Minat Beli Produk Scarlett Cut Tamara Falajunah; Ratih Hendayani
Economic Reviews Journal Vol. 3 No. 2 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i2.340

Abstract

This study examines the influence of Tiktok influencers on the purchasing interest of Scarlett skincare products in Indonesia. The phenomenon of skincare industry growth and marketing strategies has increased consumer purchasing interest. The research objective is to evaluate the impact of FOMO generated by Tiktok influencers on consumer purchasing interest in Scarlett products. Quantitative methods were employed, collecting data from 350 respondents through surveys, and analyzed using descriptive approaches and structural equation modeling. Findings indicate that social media marketing, particularly through Tiktok influencers, has a significant positive impact on Scarlett product purchasing interest. Materialism also positively and significantly influences purchasing interest, while materialism moderate the relationship between social media marketing and consumer purchase intention. In conclusion, the role of social media and influencers is crucial in influencing consumer behavior in selecting local skincare products in Indonesia.
Co-Authors Adhi Prasetio Adimah, Nurul Ahmad, Mokhtarrudin Akhmad Yunani Alamsyah, Rachel Anggraini Amira Lalitya Ekhaputri Amira Lalitya Ekhaputri Anggun Permata Sari Anita Silvianita Annisa Nurbaiti Ariel Axton Emmanuel Arlisa, Berliana Rizki Ashari, Fatur Rohmat Astrie Krisnawati Aulia Fariha Fauzi, Putri bin Abu Sujak, Aznul Fazrin Bondatama, Nofrizal Chalarhena, Novinda Cut Tamara Falajunah Danial, Jihan Nabilah Deannes Isynuwardhana Dedi Iskamto Dini Turipanam Alamanda Dudi Pratomo Dwi Fitrizal Salim Elvara Hana Salsabila Kusbiantara Fadhilah Fadhilah Faiz Ardani, Ahmad Fajra Octrina Farah Alfanur Fauzi, Putri Aulia Fariha Ferdy Ilham Muhammad Zam Zam Ganesan, Yuvaraj Grisna Anggadwita Habiba Putri Amelia Hani Gita Ayuningtias Indira Rachmawati Irwana, Randi Jimmy Julio Ratu Edo Johan, Petrus Kiki Sudiana Mahendra Fakhri Mahir Pradana Mangsor, Miza Maya Ariyanti Mentari, Alisya Fathia Mochamad Shahbaz Van Ahsen Mojaza Sirait Muhammad Fadhel Gunawan Naufal Setiawan Nissa Rawindadefi Nora Amelda Rizal Nur Aisa, Riski Delfi Nurhasan, Rohimat Nurida Dhatin Afiza Rachman Oktavian, Fadhlan Dinan Pranaja, Rifqi Alpharizq Putri Linggasari Sofi Putri, Salsa Vannesa Putu Nina Madiawati R. Amalina Dewi Kumalasari R. Nurafni Rubiyanti Rafidah, Ghina Raja Razali, Raja Razana Ramadhan, Muhammad Justio Ratu Edo, Jimmy Julio Rayhan, Maulida Martyra Ridwan Purwanadita Riska Sukmawati Riski Delfi Nur Aisa Riski Taufik Hidayah Rizqi Aina ruben shosa shobura Rustana, Anisa Putri Sabilla, Rilla Umaya Setiadi Setiadi Surya Pangestika Tatang Mulyana Taufani, Arfian Husni wiji safitri Wira Pramana Putra Yalviolita, Cantika Zahid, Azham Zahra Athaluthfi Zansabila Yustika Putri