Fomo dan Brand Trust Sebagai Mediasi Pengaruh Influencer Marketing Terhadap Minat Beli Produk Skintific

Nilna Muna; Ni Putu Sudi Anggraeni

doi:10.55606/jurimbik.v6i1.1848

Authors

Nilna Muna Universitas Pendidikan Nasional
Ni Putu Sudi Anggraeni Universitas Pendidikan Nasional

DOI:

https://doi.org/10.55606/jurimbik.v6i1.1848

Keywords:

Brand Trust, FOMO, Influencer Marketing, Minat Beli, Theory Planned of Behaviour (TPB).

Abstract

The rapid growth of the skincare industry in Indonesia is driven by increasing self-care awareness among young consumers and the impact of social media on consumption trends. This study analyzes the influence of Influencer Marketing on Purchase Intention for Skintific products, with FOMO (Fear of Missing Out) and Brand Trust as intermediary variables. Using a causal quantitative approach, data was collected from 150 Generation Z respondents in Denpasar who are active on social media and have been exposed to Skintific promotions by influencers. The data was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0. The results indicate that Influencer Marketing significantly influences FOMO, Brand Trust, and Purchase Intention, both directly and indirectly. FOMO serves as an emotional trigger that encourages consumers to make immediate purchases to avoid missing out, while Brand Trust acts as a cognitive factor that strengthens beliefs about product quality and safety. These two intermediary variables effectively link Influencer Marketing and Purchase Intention. This research emphasizes that influencer marketing success depends not only on popularity but also on the influencer's ability to build authenticity and trust with their audience. These findings are expected to guide the development of more effective and sustainable digital marketing strategies in the beauty industry.

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