THE INFLUENCE OF INFLUENCER MARKETING AND TIKTOK LIVESTREAMING ON PURCHASE DECISIONS OF BEAUTY PRODUCTS IN INDONESIA THROUGH FOMO

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.