Antecedent Purchace Decision Skincare Product

This study aims to ascertain how the Mediation of FOMO and empirical buy intent influence influencer marketing and purchasing decisions. 189 individuals participated in an online survey that was used to collect data. Those at least 15–35 years old, interested in influencers, and residing in Cirebon were eligible to participate in this study. The data analysis utilizes Structural Equation Modeling (SEM) with Smart PLS 4.0 software to differentiate constructs. The results reveal that Influencer Marketing positively affects FOMO (Fear of Missing Out), showing an outer loading of 0.938, but it has a notably negative effect on purchase decisions with an outer loading of -0.362. FOMO has a positive impact on both purchasing decisions (with an external loading of 0.275) and purchase intentions (with an external loading of 0.911). The decision (with an external loading of 0.275) and purchase intentions (with an external loading of 0.911). With an external loading of 1.057, Purchase Intent positively influences 1.057, Purchases. Purchase Intent positively impacts the Purchase Decision. Additionally, FOMO mediates the relationship between Influencer and Purchases (with an external loading of approximately 0.258). The relationship between FOMO and Purchasing Decisions (with an outer loading of around 0.963). Companies must thus think about efficient marketing techniques to raise consumer knowledge and interest in their products, as Influencer Marketing can affect Purchase Decisions through FOMO and Purchase Intent