Pengaruh Social Media Influencer dan User Generated Content Terhadap Purchase Intention Produk Skincare Melalui Fear of Missing Out
DOI:
https://doi.org/10.57235/jleb.v4i2.8903Keywords:
fear of missing out, produk skincare, purchase intention, social media influencer, user generated contentAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Influencer dan User Generated Content terhadap Purchase Intention produk skincare, serta menganalisis peran Fear of Missing Out sebagai variabel mediator. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner daring kepada 400 responden yang berdomisili di DKI Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling, sedangkan teknik analisis data menggunakan analisis deskriptif dan Structural Equation Modeling dengan IBM SPSS AMOS. Hasil penelitian menunjukkan bahwa Social Media Influencer berpengaruh positif dan signifikan terhadap Fear of Missing Out dan Purchase Intention. User Generated Content berpengaruh positif dan signifikan terhadap Purchase Intention, tetapi tidak berpengaruh signifikan terhadap Fear of Missing Out. Fear of Missing Out berpengaruh positif dan signifikan terhadap Purchase Intention serta memediasi pengaruh Social Media Influencer terhadap Purchase Intention, tetapi tidak memediasi pengaruh User Generated Content terhadap Purchase Intention. Temuan ini menunjukkan bahwa influencer lebih mampu menimbulkan rasa tidak ingin tertinggal dari tren skincare, sedangkan konten pengguna lain lebih berperan sebagai bahan pertimbangan sebelum konsumen membeli produk.
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Copyright (c) 2026 Febryan Widjanarko, Setyo Ferry Wibowo, Meta Bara Berutu
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