Fenomena FOMO Dalam Keputusan Pembelian: Perspektif Konsumen Produk Kecantikan

Wibowo, Dyas (2025) Fenomena FOMO Dalam Keputusan Pembelian: Perspektif Konsumen Produk Kecantikan. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The purpose of this study is to analyze the purchasing decisions made by FOMO-driven consumers in the beauty product sector. This research examines the phenomenon of FOMO (Fear of Missing Out) in consumer purchasing decisions from the perspective of digital consumers. FOMO is a psychological condition in which individuals feel anxious and fearful of missing out on viral trends on social media, prompting them to make purchases even when not based on actual needs. This study adopts a descriptive qualitative approach, utilizing data collection methods such as observation, in-depth interviews, and documentation. The informants consist of active social media consumers, online friends, influencers, and one key informant from the beauty industry. The research uses the framework of the Reasoned Action Theory. Findings indicate that promotional content on social media particularly on TikTok and Shopee plays a major role in triggering FOMO, which leads to impulsive consumer behavior. As a result, consumer purchasing decisions are no longer entirely rational, but are influenced by social pressure and digital trends. This research is expected to serve as a reference for developing more ethical and psychologically adaptive marketing communication strategies.

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