PENGARUH SOCIAL MEDIA INFLUENCER DAN USER GENERATED CONTENT TERHADAP PURCHASE INTENTION PRODUK SKINCARE MELALUI FEAR OF MISSING OUT

FEBRYAN WIDJANARKO, . (2026) PENGARUH SOCIAL MEDIA INFLUENCER DAN USER GENERATED CONTENT TERHADAP PURCHASE INTENTION PRODUK SKINCARE MELALUI FEAR OF MISSING OUT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Media sosial semakin berperan dalam membentuk cara konsumen mencari informasi dan mempertimbangkan pembelian produk skincare. Keputusan membeli produk skincare tidak hanya dipengaruhi oleh ketertarikan terhadap produk, tetapi juga oleh informasi mengenai manfaat, kandungan, keamanan, kecocokan kulit, serta pengalaman pengguna lain. Dalam konteks tersebut, Social Media Influencer dan User Generated Content menjadi dua sumber informasi yang banyak dijumpai konsumen di media sosial. Penelitian ini bertujuan untuk menganalisis Pengaruh Social Media Influencer dan User Generated Content terhadap Purchase Intention produk skincare, serta menganalisis peran Fear of Missing Out sebagai variabel mediator. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner daring kepada 400 responden yang berdomisili di DKI Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling, sedangkan teknik analisis data menggunakan analisis deskriptif dan Structural Equation Modeling dengan IBM SPSS AMOS. Hasil penelitian menunjukkan bahwa Social Media Influencer berpengaruh positif dan signifikan terhadap Fear of Missing Out dan Purchase Intention. User Generated Content berpengaruh positif dan signifikan terhadap Purchase Intention, tetapi tidak berpengaruh signifikan terhadap Fear of Missing Out. Fear of Missing Out berpengaruh positif dan signifikan terhadap Purchase Intention serta memediasi pengaruh Social Media Influencer terhadap Purchase Intention, tetapi tidak memediasi pengaruh User Generated Content terhadap Purchase Intention. Temuan ini menunjukkan bahwa influencer lebih mampu menimbulkan rasa tidak ingin tertinggal dari tren skincare, sedangkan konten pengguna lain lebih berperan sebagai bahan pertimbangan sebelum konsumen membeli produk. ***** Social media has increasingly played an important role in shaping how consumers seek information and evaluate skincare products before making purchasing decisions. Consumers' purchase intentions toward skincare products are influenced not only by their interest in the products themselves but also by information regarding product benefits, ingredients, safety, skin compatibility, and the experiences shared by other users. In this context, Social Media Influencers and User-Generated Content have become two major sources of information frequently encountered by consumers on social media platforms. This study aims to examine the effects of Social Media Influencers and User-Generated Content on Purchase Intention for skincare products and to investigate the mediating role of Fear of Missing Out. This research employed a quantitative approach using primary data collected through an online questionnaire distributed to 400 respondents residing in DKI Jakarta. The sampling technique used was purposive sampling, while the data were analyzed using descriptive analysis and Structural Equation Modeling (SEM) with IBM SPSS AMOS. The findings indicate that Social Media Influencers have a positive and significant effect on both Fear of Missing Out and Purchase Intention. User-Generated Content has a positive and significant effect on Purchase Intention but does not have a significant effect on Fear of Missing Out. Furthermore, Fear of Missing Out has a positive and significant effect on Purchase Intention and mediates the relationship between Social Media Influencers and Purchase Intention. However, Fear of Missing Out does not mediate the relationship between User-Generated Content and Purchase Intention. These findings suggest that influencers are more effective in triggering consumers' fear of missing out on skincare trends, whereas user-generated content primarily serves as a source of information and consideration before consumers make purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si.; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Febryan Widjanarko .
Date Deposited:	13 Aug 2026 02:27
Last Modified:	13 Aug 2026 02:27
URI:	http://repository.unj.ac.id/id/eprint/70525

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