FOMO-Driven Beauty Purchases: The Role of Influencers and TikTok Livestreaming in Indonesia

The cosmetics industry in Indonesia has experienced substantial growth, driven by increasing consumer awareness of personal grooming and the rising demand for beauty products. The widespread adoption of cosmetics reflects evolving consumer preferences for enhancing personal appearance. This study examines the effects of Influencer Marketing and TikTok Livestreaming on Purchase Decisions, with Fear of Missing Out (FOMO) serving as a mediating variable. The study is grounded in Behavioristic Theory and Selective Exposure Theory. A quantitative research approach was employed using a survey distributed to 100 respondents selected through purposive sampling based on gender, age, purchase frequency, and exposure frequency. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 3.2.9. The findings indicate that both direct and indirect relationships are statistically significant. Influencer Marketing has a positive effect on FOMO (p < 0.001) and Purchase Decision (p = 0.027). Similarly, TikTok Livestreaming positively influences FOMO (p < 0.001) and Purchase Decision (p = 0.002). Furthermore, FOMO significantly enhances Purchase Decision (p < 0.001). The model explains 58.3% of the variance in FOMO and 78.6% of the variance in Purchase Decision (R²). These findings suggest that Influencer Marketing and TikTok Livestreaming significantly influence.

Influencer Marketing, TikTok Livestreaming, FOMO

1. Abi, Y. I. (2020). Pengaruh brand image dan kualitas produk terhadap keputusan pembelian pada kfc di kota bengkulu. Manajemen Insight: Jurnal Ilmiah Manajemen, 15(1), 95–107. [Google Scholar] [Crossref]

2. Aji, G., Fatimah, S., Minan, F., & Azmi, M. A. (2023). Analisis digital marketing tiktok live sebagai strategi memasarkan produk umkm anjab store. Jurnal Bisnis Dan Pemasaran Digital (JBPD), 2(1), 13–24. [Google Scholar] [Crossref]

3. Alfarisi, A. R., & Sukaris, S. (2024). The Influence of Live Streaming, Fear of Missing Out (FoMO), and E-WOM on Purchase Decisions in TikTok Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2677–2686. https://doi.org/10.37641/jimkes.v12i6.2958 [Google Scholar] [Crossref]

4. Alifa, R. N., & Saputri, M. E. (2022). Pengaruh influencer marketing dan strategi omni-channel terhadap purchase intention konsumen pada sociolla. ProBank, 1(1), 64–74. https://doi.org/10.36587/probank.v1i1.1174 [Google Scholar] [Crossref]

5. Amalia, K., & Nurlinda, R. (2022). Pengaruh influencer marketing dan online customer review terhadap purchase intention melalui perceived value produk serum somethinc. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(11), 2383–2398. https://doi.org/10.54443/sibatik.v1i11.353 [Google Scholar] [Crossref]

6. Amira, A., & Fietroh, M. N. (2025). Pengaruh fear of missing out, brand image dan influencer marketing terhadap keputusan pembelian produk skincare glad2glow. SENTRI: Jurnal Riset Ilmiah, 4(8), 1085–1098. https://doi.org/10.55681/sentri.v4i8.4362 [Google Scholar] [Crossref]

7. Andreanto, D., Maulana, M. R., & Misbak. (2025). The impact of live streaming and influencer marketing on consumer purchase decisions on tiktok shop. Mabsya: Jurnal Manajemen Bisnis Syariah, 7(1), 99–114. https://doi.org/10.24090/mabsya.v7i1.13696 [Google Scholar] [Crossref]

8. Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 21(1), 81–99. https://doi.org/10.1108/lbsjmr-09-2022-0052 [Google Scholar] [Crossref]

9. Azhari, M., & Roosdhani, M. R. (2025). The influence of social media marketing activities (SMMA) on purchasing decisions mediated by fear of missing out (FOMO) and brand love: a study on miniso consumers in the digital era. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 759–772. https://doi.org/10.35508/jom.v18i1.20760 [Google Scholar] [Crossref]

10. Cahyani, G. S. I., & Pujiarti, P. (2025). The effect of product quality, influencer role, and live streaming features on consumer purchase decisions for skincare products on tiktok social media. ECo-Fin, 7(2), 1130–1140. https://doi.org/10.32877/ef.v7i2.2276 [Google Scholar] [Crossref]

11. Chandra, E. (2025). The influence of influencer marketing and fomo on consumer purchase decisions.GemahRipah:JurnalBisnis,05(03), 6. https://www.city.kawasaki.jp/500/page/0000174493.html [Google Scholar] [Crossref]

12. Dalimunte, R. P., & Hutagalung, I. (2021). The utility of information on selective exposure of pornographic information through internet on student of islamic boarding school in tangerang city. Jakarta: European Alliance for Innovation. [Google Scholar] [Crossref]

13. Dinh, T. C. T., Wang, M., & Lee, Y. (2023). How does the fear of missing out moderate the effect of social media influencers on their followers’ purchase intention? Sage Open, 13(3). https://doi.org/10.1177/21582440231197259 [Google Scholar] [Crossref]

14. Genoveva, G. (2022). Tiktok platform opportunity: how does it influence smes brand awareness among generation z? Sriwijaya International Journal of Dynamic Economics and Business, 5(3), 273–282. https://doi.org/10.29259/sijdeb.v5i3.273-282 [Google Scholar] [Crossref]

15. Hidayat, R., Carlos, V., Kurniawan, R. H., & Mailangkay, A. B. L. (2024). The impact of tiktok shop live streaming on generation Z consumer behavior in purchase decision-making. 2024 Global Conference on Communications and Information Technologies (GCCIT), 1–6. https://doi.org/10.1109/GCCIT63234.2024.10862702 [Google Scholar] [Crossref]

16. Hodijah, E. a. (2021). The role of influencer marketing to improve organizational performance and its impact on purchasing decisions. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 4380–4390. https://doi.org/10.33258/birci.v4i3.2214 [Google Scholar] [Crossref]

17. Kaddouhah, M. (2024). An economic definition of ‘fear of missing out’ (fomo). Finance Research Letters, 63(February), 105344. https://doi.org/10.1016/j.frl.2024.105344 [Google Scholar] [Crossref]

18. Khaerunisa, R., & Husain., F. (2025). Experience dan persepsi perempuan terhadap dampak kesehatan kulit dalam keputusan penggunaan produk skincare. Sosioglobal: Jurnal Pemikiran Dan Penelitian Sosiologi, 9(2), 113–132. [Google Scholar] [Crossref]

19. Kusumawardani, K. A., Widyanto, H. A., & Deva, I. P. L. I. (2020). Understanding the entrepreneurial intention of female entrepreneurs in the balinese tourism industry. International Journal of Research in Business and Social Science (2147- 4478), 9(1), 63–79. https://doi.org/10.20525/ijrbs.v9i1.611 [Google Scholar] [Crossref]

20. Laili, E. F., Nadapdap, E., Respati, H., & Earlike, F. (2025). The influence of fear of missing out (fomo) as a mediating variable between beauty influencers and brand image on purchase intention for wardah products in malang city. East African Scholars Journal of Economics,Business andManagement,8(01),30–36. https://doi.org/10.36349/easjebm 2025.v08i01.004 [Google Scholar] [Crossref]

21. Li, L., & Kang, K. (2020). Analyzing Shopping Behavior of the Middle-aged users in Tiktok Live Streaming Platform. AIS Electronic Library (AISeL), 1–6. https://aisel.aisnet.org/amcis2020 [Google Scholar] [Crossref]

22. Liong, A. D., & Tunjungsari, H. K. (2025). Social comparison, fomo, dan materialism sebagai mediator imitation of influencers terhadap purchase intention generasi muda. Jurnal Manajerial Dan Kewirausahaan, 7(2), 396–404. [Google Scholar] [Crossref]

23. Lukić, M., Pantelić, I., & Savić, S. D. (2021). Towards optimal ph of the skin and topical formulations: from the current state of the art to tailored products. Cosmetics, 8(3). https://doi.org/10.3390/cosmetics8030069 [Google Scholar] [Crossref]

24. Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The influence of hedonic motivation, influencer marketing on purchase decision with fomo (fear of missing out) as mediation. International Journal of Professional Business Review, 8(11), e03834. https://doi.org/10.26668/businessreview/2023.v8i11.3834 [Google Scholar] [Crossref]

25. Muna, N., & Dewi, P. S. N. L. (2024). The role of consumer trust mediates the influence of live streaming on purchasing decisions for n’pure products on tiktok shop. Jurnal ManajemenSainsDanOrganisasi,5(3),181–195. https://doi.org/10.52300/jmso.v5i3.17771 [Google Scholar] [Crossref]

26. Nadanyiova, M., & Sujanska, L. (2023). The impact of influencer marketing on the decision- making process of generation Z. Economics and Culture, 20(1), 68–76. https://doi.org/10.2478/jec-2023-0006 [Google Scholar] [Crossref]

27. Nainggolan, E., Rinaldi, M., Dalimunthe, M. B., & Joventa, S. (2022). Analysis of the effect of personal sales and product quality on consumer purchase decisions. Enrichment: Journal of Management, 12(2), 2431–2435. [Google Scholar] [Crossref]

28. Nawa, L. W., Tumbun, W. J. F. A., & Lintong, D. C. A. (2024). Pengaruh live streaming, konten instagram story, dan online customer review terhadap purchase decision produk suplemen herbal pada PT bhineka rahsa nusantara. Jurnal EMBA, 12(3), 736–750. [Google Scholar] [Crossref]

29. Neumann, D. (2020). Fear of missing out. The International Encyclopedia of Media Psychology, 1–9. https://doi.org/10.1002/9781119011071.iemp0185 [Google Scholar] [Crossref]

30. Nurfatimah, F., & Jatmika, S. (2024). The trend of consumptive behavior among accounting education students : exploring the influence of influencer marketing, fomo, and brand awareness. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 8(2), 436–448. https://doi.org/10.29408/jpek.v8i2.25295 [Google Scholar] [Crossref]

31. Parwati, D., & Mardiyono, A. (2025). Economic and business horizon the impact of live streaming, free shipping vouchers, and promotions on purchase decisions in tiktok shop. Economic and Business Horizon, 4(1), 1–12. https://journal.lifescifi.com/index.php/ebh/ [Google Scholar] [Crossref]

32. Patrisya, F., Afifah, N., & Bagus Purmono, B. (2025). Mediasi fomo: pengaruh influencer dan online review terhadap purchase decision produk the originote. Jamek (Jurnal Akutansi Manajemen Ekonomi Dan Kewirausahaan), 05(01), 186–195. [Google Scholar] [Crossref]

33. Paujiah, R., Kosim, A. M., & Gustiawati, S. (2020). Pengaruh bauran pemasaran syariah dan label halal terhadap keputusan pembelian. Al Maal: Journal of Islamic Economics and Banking, 1(2), 144. https://doi.org/10.31000/almaal.v1i2.1847 [Google Scholar] [Crossref]

34. Pongratte, L. J., Liu, J., Putri, M. D. P. W., & Paulin, A. (2023). The effect of promotion via tiktok live streaming on consumers’ buying interest in clothing products. Open Journal of Social Sciences, 11(04), 333–347. https://doi.org/10.4236/jss.2023.114024 [Google Scholar] [Crossref]

35. Prilano, K., Sudarso, A., & Fajrillah. (2020). Pengaruh harga, keamanan dan promosi terhadap keputusan pembelian toko online lazada. Business and Economics, 1, No 1(2716–4128), 1–10. [Google Scholar] [Crossref]

36. Primasiwi, C., Irawan, M. I., & Ambarwati, R. (2021). Key performance indicators for influencer marketing on instagram. Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020), 175, 154–163. https://doi.org/10.2991/aebmr.k.210510.027 [Google Scholar] [Crossref]

37. Riska, K. K., & Jhoansyah, D. (2020). Purchase intention pada produk skincare. Syntax Idea, 2(7), 255–363. [Google Scholar] [Crossref]

38. Rohmawati, S. P., & Ahmadi, M. A. (2024). Analisis pengaruh influencer marketing terhadap brand awareness dan purchase decision pada produk the originote. PENG: Jurnal Ekonomi Dan Manajemen, 2(1), 1001–1013. https://doi.org/10.62710/ys2tks33 [Google Scholar] [Crossref]

39. Saparuddin, S., Kusumaningrum, A., Setiorini, A., & Takidah, E. (2025). The rise of the beauty industry in indonesia: assessing its contribution to national economic growth. International Journal Of Economic Literature, 2(10), 1013–1029. [Google Scholar] [Crossref]

40. Sari, P. S. P., & Darma, G. S. (2024). The impact of viral and influencer marketing on skintific purchase decisions; exploring the mediating role of fomo. Tec Empresarial, 19(1), 24–33. https://doi.org/10.1229/tecempresarialjournal.v19i1.431 [Google Scholar] [Crossref]

41. Shahbana, E. B., Farizqi, F. K., & Satria, R. (2020). Implementasi teori belajar behavioristik dalam pembelajaran. Jurnal Serunai Administrasi Pendidikan, 9(1), 24–33. https://doi.org/10.37755/jsap.v9i1.249 [Google Scholar] [Crossref]

42. Shim, J., Woo, J., Yeo, H., Kang, S., Kwon, B., Jung Lee, E., Oh, J., Jeong, E., Lim, J., & Gyoo Park, S. (2024). The clean beauty trend among millennial and generation z consumers: assessing the safety, ethicality, and sustainability attributes of cosmetic products. SAGE Open, 14(2), 1–18. https://doi.org/10.1177/21582440241255430 [Google Scholar] [Crossref]

43. Siregar, E. N., Ali, M., & Ihsan, A. (2023). Analysis of using tiktok as live marketing in attracting consumers ’ interest in buying. Quantitative Economics and Management Studies (QEMS), 4(3). [Google Scholar] [Crossref]

44. Solaiman, S., & Pangaribuan, C. H. (2024). The influence of hedonic motivation and influencer marketing on purchasing decisions with fomo (fear of missing out) as a mediating variable (empirical study: cupika online store customers). International Journal of Economics (IJEC), 3(2), 906–918. https://doi.org/10.55299/ijec.v3i2.1006 [Google Scholar] [Crossref]

45. Sonda, A. S. K., & Balqiah, T. E. (2023). Tiktok live shopping’s use of live streaming to increase word of mouth. Jurnal Aplikasi Manajemen, 21(4), 1091–1108. [Google Scholar] [Crossref]

46. Suarna, I. F. (2022). Purchase decision pada live streaming shopping pengguna media sosial tiktok di bandung. Ekono Insentif, 16(2), 138–152. https://doi.org/10.36787/jei.v16i2.942 Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable consumption and branding for gen Z: how brand dimensions influence consumer behavior and adoption of newly launched technological products. Sustainability(Switzerland),17(9),1–40. https://doi.org/10.3390/su17094124 [Google Scholar] [Crossref]

47. Top Brand Award. (2025). Komparasi brand index beauty product. https://www.topbrand- award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=1&id_subkategori= 297 [Google Scholar] [Crossref]

48. Utami, N. N., & Genoveva. (2020). He influence of brand image, halal label and halal awareness on customers purchasing decision of halal cosmetics. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 362. [Google Scholar] [Crossref]

49. Vogrincic-Haselbacher, C., Krueger, J. I., Lurger, B., Dinslaken, I., Anslinger, J., Caks, F., Florack, A., Brohmer, H., & Athenstaedt, U. (2021). Not too much and not too little: information processing for a good purchase decision. Frontiers in Psychology, 12(April), 1–15. https://doi.org/10.3389/fpsyg.2021.642641 [Google Scholar] [Crossref]

50. Wei, B. (2023). Research on the influence of live webcast on teenagers ’ consumption behavior under the new media background. International Journal of Education and Humanities, 6(3). [Google Scholar] [Crossref]

51. Widyanto, H. A., & Agusti, C. R. (2020). Beauty influencer in the digital age: how does it influence purchase intention of generation z? Jurnal Manajemen Dan Pemasaran Jasa, 13(1), 1–16. https://doi.org/10.25105/jmpj.v13i1.5453 [Google Scholar] [Crossref]

52. Wijayanti, Y., Hidayat, A. T., & Puspitasari, I. (2024). Pengaruh kredibilitas sosial media influencer, hubungan parasosial dan brand image terhadap niat beli konsumen pada pengguna tiktok. Juremi:Jurnal Riset Ekonomi, 4(1), 311–320. [Google Scholar] [Crossref]

53. Zhou, J., & Ho, H.-W. (2025). Does fomo matter with impulsive travel in live streaming? The role of marketing communication. Journal of Hospitality and Tourism Insights, 1–20. https://doi.org/10.1108/JHTI-11-2024-1246 [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic