The Effect of Viral Marketing and Experiential Marketing on Purchase Decisions with Fear of Missing Out (FOMO) as a Mediating Variable among Skincare Consumers
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Abstract
The development of digital marketing through social media has changed consumer behavior in making purchase decisions, especially in skincare products. Marketing strategies such as viral marketing and experiential marketing are increasingly used by business actors to attract consumer attention through engaging, interactive, and easy-to-share content. This phenomenon also gives rise to consumer psychological responses in the form of Fear of Missing Out (FOMO), which is the fear of missing out on trends or experiences that are currently popular. This condition encourages consumers to follow the growing trend on social media and accelerate the decision to purchase skincare products. This study aims to analyze the influence of viral marketing and experiential marketing on purchase decisions with Fear of Missing Out (FOMO) as a mediating variable in skincare consumers. This research was conducted on UNISRI Surakarta students with a total of 93 respondents. The analysis method used is Structural Equation Modeling (SEM) based on Partial Least Square using the SmartPLS application. The results of the study show that viral marketing and experiential marketing have a positive and significant effect on FOMO. Furthermore, FOMO has a positive and significant effect on purchase decisions. However, viral marketing and experiential marketing do not have a significant effect directly on purchasing decisions. The results of the study also show that FOMO is able to mediate the influence of viral marketing and experiential marketing on skincare consumers' purchasing decisions.
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