PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN FEAR OF MISSING OUT SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Produk Skintific di Kota Malang)

This research was conducted on consumers of Skintific products in Malang City, aiming to identify and analyze the influence of electronic word of mouth (e-wom) on purchase decisions, with fear of missing out (fomo) as a mediating variable. The population consists of Skintific consumers in Malang City who have purchased and used Skintific products. The sample size includes 110 respondents, selected using purposive sampling, where the samples are chosen based on specific criteria determined by the researcher. Data were collected through questionnaires. The data analysis techniques employed include scale range analysis and the Smart PLS 4 analytical tool. The results of the scale range analysis indicate that electronic word of mouth received a positive evaluation, fear of missing out was evaluated as causing concern, and purchase decisions were assessed as confident. The findings of the study reveal that electronic word of mouth has a positive and significant influence on Skintific purchase decisions. Additionally, electronic word of mouth also has a positive and significant influence on fear of missing out. Fear of missing out positively and significantly influences Skintific purchase decisions. Furthermore, fear of missing out effectively mediates the relationship between electronic word of mouth and Skintific purchase decisions.