The Impact of Social Influence, Product Knowledge, and Fear of Missing Out on Skincare Purchase Intention in Purwokerto

This study aims to analyze and discuss the impact of social influence, product knowledge, and fear of missing out on purchase intention. The data source in this study uses primary data obtained using data collection techniques by distributing questionnaires using Google Form. This study uses the SEM (Structural Equation Model) version 3.0 method with a sample size of 121 respondents who use skincare products and have never had treatment at a beauty clinic with an age range of 13 to 35 years. The sample collection technique in this study uses purposive sampling. These findings reveal that social influence and product knowledge have a positive and significant effect on purchase intention, and product knowledge has a negative and significant effect on FoMO. However, FoMO does not have a positive and significant effect on purchase intention, and social influence and product knowledge do not have a positive and significant effect on FoMO.