Laili, Ellisa Fadia (2025) Pengaruh Fear Of Missing Out (Fomo) Sebagai Variabel Mediasi Antara Beauty Influencer Dan Brand Image Terhadap Purchase Intention Pada Produk Wardah Di Kota Malang. Masters thesis, Program Pascasarjana Universitas Merdeka Malang.

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Abstract

The digital era has significantly transformed consumer behavior, particularlyin the beauty industry. This study aims to analyze the mediating effect of Fear ofMissing Out (FOMO) between beauty influencers and brand image on purchaseintention for Wardah skincare products in Malang. Using a quantitative approachand survey method, data were collected through structured questionnaires from 160respondents selected using simple random sampling. The variables examinedinclude beauty influencer attributes (trustworthiness, expertise, attractiveness),brand image dimensions (brand function, attitude, impression, trust), FOMOaspects (fear, anxiety, worry), and purchase intention (exploratory, transactional,preferential). The results indicate that beauty influencers significantly influenceFOMO and brand image. FOMO serves as a mediator, strengthening therelationship between beauty influencers and brand image on purchase intention.FOMO as a mediating variable is the most influential finding because it strengthensthe relationship between other variables (beauty influencer and brand image) topurchase intention. FOMO acts as a bridge that connects psychology-basedmarketing strategies with real results in the form of increased purchase intention.Positive brand image and emotional appeal created through influencers effectivelyenhance consumer willingness to purchase products. This study concludes thatintegrating consumer psychology-based strategies, such as leveraging FOMO andcollaborating with influencers, can enhance the effectiveness of marketingcampaigns. The practical implications of this study highlight the importance ofoptimizing influencer roles to foster consumer engagement and strengthen thebrand image of local products like Wardah. These findings provide strategicinsights for the beauty industry to develop more relevant marketing approaches thatalign with consumer needs in the digital age.

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