Abstract:
The cosmetics industry in Indonesia is expanding and developing significantly.
People are increasingly aware of the benefits of regularly applying beauty product.
Indonesia's cosmetics industry is increasing quickly due to a number of factors,
including the growing trend of cosmetic use and the desire for a neat and pleasing
appearance. Beauty brands are one of the beauty products that are currently used
by every individual to improve their appearance. This study aims to analyze
whether there is an influence between Influencer Marketing and TikTok
Livestreaming on Purchase Decision through FOMO in beauty products. The
theory used is behavioristic theory and Selective Exposure. Researchers used a
quantitative method by distributing surveys to 100 respondents. This study used
purposive sampling because of several criteria that need to be considered namely,
gender, age, purchase frequency and exposure frequency. The analysis technique
used was a structural equation model (SEM) by SmartPLS 3.2.9. The results of the
study show that direct effect and indirect effect is significant. Influencer Marketing
positively associated with FOMO from the p-value of 0.000 <0.05. TikTok
Livestreaming are known to positively associated with FOMO from the p-value of
0.000 <0.05. Influencer Marketing positively associated with Purchase Decision
from the p-value of 0.027 <0.05. TikTok Livestreaming positively associated with
Purchase Decision from the p-value of 0.002 <0.05. FOMO positively associated
with Purchase Decision from the p-value of 0.000 <0.05. The model explains 58.3%
of the variance in FOMO and 78.6% in Purchase Decision (R2). Therefore, it is
concluded that Influencer Marketing and TikTok Livestreaming are aspects that can
influence Purchase Decisions with the presence of FOMO strengthening this
influence.
