Development of a Consumer Purchase Model for Skincare Products on Tiktok Shop with Fear of Missing Out (FOMO) as a Mediation Variable

Abstract

This study aims to develop a consumer purchase model for skincare products on TikTok Shop by examining the role of Fear of Missing Out (FOMO) as a mediating variable in the relationship between influencer engagement, content attractiveness, and purchase intention. The research employed a quantitative approach using a survey method involving 253 skincare consumers who actively use TikTok Shop. Respondents were selected through accidental sampling by distributing questionnaires via WhatsApp groups, Instagram, and other social media platforms. The collected data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (SmartPLS) technique. The findings reveal that influencer engagement and content attractiveness have a positive and significant effect on purchase intention both directly and indirectly through FOMO mediation. The results indicate that consumers are more likely to purchase skincare products when they are exposed to engaging influencers and attractive content that stimulates feelings of urgency, social belonging, and fear of missing opportunities. This study contributes to the development of digital consumer behavior literature, particularly in social commerce and TikTok based marketing strategies, by integrating FOMO into the consumer purchase intention model.