THE INFLUENCE OF VIRAL MARKETING, BRAND AWARENESS, AND FEAR OF MISSING OUT (FOMO) ON SKINCARE PURCHASE DECISIONS (SKINTIFIC SKINCARE USERS IN MADIUN CITY)

Anis Novianti, Hendra Setiawan

Abstract


This study aims to analyze the influence of Viral Marketing, Brand Awareness, and Fear of Missing Out (FoMO) on Purchase Decision for Skintific skincare products in Madiun City. This study employed a quantitative approach using a survey method. Primary data were collected through questionnaires from 385 respondents selected using non-probability sampling with a purposive sampling technique. The respondents were Skintific consumers aged 17–45 years who had purchased Skintific products at least once and resided in Madiun City. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS. The results show that Viral Marketing has a positive and significant effect on Purchase Decision, with a path coefficient of 0.523, a t-statistic of 17.806, and a p-value of 0.000. Brand Awareness also has a positive and significant effect on Purchase Decision, with a path coefficient of 0.462, a t-statistic of 15.980, and a p-value of 0.000. Furthermore, Fear of Missing Out has a positive and significant effect on Purchase Decision, with a path coefficient of 0.462, a t-statistic of 17.806, and a p-value of 0.000. The R-square value of 0.736 indicates that Viral Marketing, Brand Awareness, and FoMO collectively explain 73.6% of the variance in Purchase Decision. These findings indicate that digital information dissemination, consumers' awareness of the Skintific brand, and psychological responses to current trends are important factors associated with consumers' purchasing decisions.

Keywords: Viral Marketing; Brand Awareness; Fear of Missing Out; Purchase Decision; Skintific.

 


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