Social Media Marketing and Purchase Intention: A Parallel Dual Mediation Analysis of FOMO and Materialism in the Skintific Skincare Community in the Special Region of Yogyakarta

Abstract

The rapid advancement of digital technology has transformed consumer behavior, positioning social media as a dominant platform that shapes marketing effectiveness and purchase intention. This study examines the influence of Social Media Marketing (SMM) on Purchase Intention toward Skintific skincare products by analyzing the mediating roles of Fear of Missing Out (FOMO) and Materialism among Millennial and Generation Z consumers in the Special Region of Yogyakarta. A quantitative research design employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) was utilized to test the proposed relationships. A total of 170 respondents aged 17–44 years were selected using purposive sampling, and data were collected through a structured questionnaire. Measurement model evaluation confirmed strong validity and reliability across all constructs. The structural model results demonstrate that SMM has a significant positive effect on Purchase Intention, both directly and indirectly through FOMO and Materialism. Additionally, SMM significantly increases levels of FOMO and Materialism, which subsequently enhance Purchase Intention. These findings highlight the relevance of the Stimulus–Organism–Response (S–O–R) framework in explaining how digital marketing stimuli shape consumer psychological states and drive purchasing behavior. The study recommends that Skintific strengthen its digital marketing strategies through more engaging social media content, interactive features, and ethical use of psychological triggers. Future research should incorporate additional mediating variables and broader sampling techniques to deepen understanding of purchase intention in digital marketing contexts.