The Impact of Social Influence, Product Knowledge, and Fear of Missing Out (FoMO) on the Intention to Purchase Skincare Products in Purwokerto, Indonesia

Aims: This study aims to test, analyze, and discuss the impact of social influence, product knowledge, and fear of missing out on skincare purchase intention in Purwokerto. Next, the variable fear of missing out was added as a mediating variable. Unlike previous studies that generally focused only on direct effects, this study specifically adds FoMO as a mediating variable to explore indirect effects more deeply. Study Design: Quantitative. Place and Duration of Study: Sample: the number of samples tested by 121 respondents who live in Purwokerto who use skincare products and have never done treatment at a beauty clinic with an age range of 13 to 35 years. Data collection using a questionnaire technique with a purposive sampling method. Methodology: Statistical analysis used the Partial Least Square Structural Equation Modeling (PLS-SEM) method, which uses an inner model, an outer model, and hypothesis testing. Results: These findings reveal that social influence and product knowledge have a positive and significant effect on purchase intention, while product knowledge has a negative and significant effect on FoMO. However, FoMO does not have a positive and significant effect on purchase intention, as well as social influence and product knowledge do not have a positive and significant effect on FoMO. Conclusion: This study implies that consumers should be more selective and prioritize logical choices based on personal needs and clear information about skincare products. Therefore, marketing strategies need to be tailored to consumer characteristics in order to achieve maximum results. The results provide new insights by highlighting the limited role of FoMO as a mediator, which has rarely been tested in previos research related to skincare purchase intention.