JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Effect of Brand Image, Product Quality, E-WOM, and FOMO on Skintific Purchase Decisions

Esther Praja Anggriany Panggabean (Unknown)
Davin Vandello (Unknown)
Andika (Unknown)
Elisabeth Winata (Unknown)

Article Info

Publish Date
23 Mar 2026

Abstract

This study investigates the influence of brand image, product quality, electronic word of mouth (e-WOM), and fear of missing out (FOMO) on purchasing decisions for Skintific products on Shopee in Medan City. The research aims to analyze the direct effects of these variables using a causal quantitative approach. Data were collected from 170 respondents and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that product quality, e-WOM, and FOMO significantly affect purchasing decisions, while brand image does not. These findings suggest that firms should strengthen product performance, online reviews, and digital marketing to improve consumer purchasing decisions. Keywords: Brand image; Product quality; Electronic word of mouth; Fear of missing out; Purchase decision; Skintific  

Copyrights © 2026




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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...