Pengaruh Social Media Marketing terhadap Brand Image dan Purchase Decision Produk Beauty and Skincare di TikTok dengan Moderasi Fear of Missing Out (FOMO)

Irsyad Farhanul Hikam

Abstract


Penelitian ini bertujuan menganalisis pengaruh social media marketing terhadap brand image, brand image terhadap purchase decision, pengaruh Fear of Missing Out (FOMO) memoderasi social media marketing terhadap brand image, pengaruh Fear of Missing out (FOMO) memoderasi brand image terhadap purchase decision yang diterapkan terhadap pengguna beauty and skincare pada platform Tiktok, Metode survei menggunakan kuesioner melalui skala diferensial semantik dengan rating 1-10 digunakan pada penelitian ini. Kuesioner didistribusikan kepada 250 responden menggunakan teknik non-probability sampling (judgement sampling) dengan kualifikasi sampel berupa konsumen pengguna beauty and skincare pada platform Tiktok minimal usia 18 tahun, berdomisili di Pulau Jawa dan pernah membeli produk beauty and skincare seperti Facetology, Sea Makeup, Glad2Glow, Skin Game Kind, DORSKIN, Precious Skin Alpha, Somethinc, Joylab, Skintific, Azarine dan The Originote pada platform Tiktok. Penelitian ini menggunakan alat analisis Structural Equation Modeling (SEM) yang dilakukan melalui program AMOS versi 26. Hasil penelitian menunjukkan bahwa social media marketing memiliki pengaruh positif terhadap brand image, dan brand image berpengaruh positif pada purchase decision. Selain itu, Fear of Missing out (FOMO) terbukti memoderasi hubungan antara social media marketing dan brand image, serta antara brand image dan purchase decision, yang menunjukkan bahwa Fear of Missing out (FOMO) memperkuat kedua hubungan tersebut. Penelitian ini memberikan kontribusi bagi strategi pemasaran digital di media sosial, terutama dalam memanfaatkan Fear of Missing out (FOMO) untuk meningkatkan keterlibatan konsumen dan mendorong keputusan pembelian.
Kata Kunci: social media marketing, brand image, purchase decision, Fear of Missing out (FOMO)

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DOI: https://doi.org/10.37531/sejaman.v7i1.7733

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