The Influence of Product Quality, Fear Of Missing Out (FOMO), and ad Appeal on Skintific Product Purchase Decisions among Gen Z
Pengaruh Kualitas Produk, Fear Of Missing Out (FOMO) , dan Daya Tarik Iklan Terhadap Keputusan Pembelian Produk Skintific di Kalangan Gen Z
DOI:
https://doi.org/10.21070/ups.10298Keywords:
Product Quality, Fear of Missing Out (FOMO), Advertising AppealAbstract
This study aims to analyze the influence of Product Quality, Fear of Missing Out (FOMO), and Advertising Appeal on Purchasing Decisions of Skintific products among Generation Z. The beauty industry, especially Skintific products, has a significant role in the e-commerce market, but faces stiff competition, as indicated by declining rankings in certain categories. Gen Z purchasing behavior that is easily influenced by trends and social media is the main focus of this study. Using a descriptive quantitative approach with the PLS-SEM method, this study involved 96 Gen Z respondents in Sidoarjo who purchased Skintific on Shopee. The results of hypothesis testing indicate that Product Quality, FOMO, and Advertising Appeal simultaneously and partially have a positive and significant influence on Purchasing Decisions. Good product quality, the psychological urge to follow trends triggered by FOMO, and attractive advertising are all proven to be effective in increasing purchasing decisions.
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