p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 5 Mei 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2281

The Influence of Ewom and Fear of Missing Out in the

Intention to Buy Skincare Products Through Tiktok

Tutut Ardianti

, Joel Faruk Sofyan

Universitas Esa Unggul Jakarta, Indonesia

Email: [email protected]

, [email protected]

*Correspondence

ABSTRACT

Keywords: Ewom;

Information Adoption

Model; Fear Of Missing

Out; Purchase Intention;

Tiktok.

The current social media platform provides a variety of

social content that raises new phenomena to become viral,

and beauty content is one of the most popular content. This

study examines the influence of eWOM and Fear of Missing

Out (FOMO) in the purchase intention of Scientific skincare

products through TikTok. To understand the influence of

eWOM, this study combines the information adoption model

with self-determination theory as a theoretical basis. Data

collection was conducted by an online survey with a

purposive sampling method using 235 selected respondents.

The data was then processed by applying PLS-SEM to test

the proposed hypotheses. The findings show that

information usefulness has a positive effect on information

adoption, information adoption and FOMO have a positive

effect on purchase intention, information credibility and

information quantity have a positive effect on information

usefulness, and information quality has no significant effect

on information usefulness. The direct managerial

implication of this finding will be a valuable addition to the

academic understanding of FOMO in the information

adoption model and provide direction for companies in

formulating digital marketing designs that focus on the

credibility and frequency of content broadcast to provoke

consumer desire to use the company's products so as not to

be left behind by others.

Introduction

The diffusion of social media has emerged over the past decade as the main

communication channel in marketing activities (Rialti et al., 2017). In the era of the social

media boom, a company's presence on social platforms is very important. It is part of an

online marketing strategy, given its extraordinary ability to reach consumers (Koay et al.,

2020). One of them is TikTok as the top social platform in the world and Indonesia is the

number 2 country with 113 million active TikTok users aged 18 years and over in April

2023 (Geisel-Zamora, 2023). Influencers widely use TikTok to demonstrate online

content and share it with their followers. In addition, users also actively create and publish

Tutut Ardianti, Joel Faruk Sofyan

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multimedia content, including their opinions about brands and products. Such content is

known as user-generated content, which has proven to be more popular and effective than

professional advertising (Aral et al., 2013).

The most popular content on TikTok is beauty products, one of which is Skintific

which has stolen a lot of attention from skincare lovers and has gone viral on social media

since the beginning of 2022. The commercial attraction of Skintific is qualified to make

individuals experience Fear of Missing Out (FOMO), the commercial in question is the

company's effort to make a profit (Hodkinson, 2019). According to (Yoga et al., 2022),

attractiveness as a condition of FOMO can increase purchase intention when individuals

anticipate positive outcomes. Therefore, companies must create attractive FOMO

marketing because it can provide opportunities to increase sales volume for companies

(Yoga et al., 2022).

To better understand consumer behavioral intentions, consumer attitudes towards

eWOM are important to analyse. Seeing the fact that TikTok is becoming a popular social

media, skincare brands have started using TikTok for their marketing strategies.

Because online recommendations and reviews or eWOM have a high influence on

consumers, it is interesting to examine the influence of eWOM on TikTok on skincare

purchase intention (Yones & Muthaiyah, 2023). EWOM is a form of computer-mediated

communication thus, the Information Adoption Model (IAM) can provide a strong

explanation regarding the eWOM adoption process and its consequences (Leung, 2022).

IAM offers five elements in its model, namely information qulity, information credibility,

information quantity, information usefulness, and information adoption, where these five

elements can affect purchase intention.

From the consumer's point of view, information quality influences them in the

decision-making process. The higher the information quality, the more it will help

consumers in evaluating the quality and performance of the brand (Filieri, 2015).

Information quality contributes positively to information usefulness (Yones &

Muthaiyah, 2023). (Filieri, 2015) also states that information credibility or accuracy

affects the ability to convince customers about which information is trustworthy and can

be used as a simple evaluation to make decisions that determine the usefulness of a

message. Information credibility has a positive relationship with information usefulness.

Information quantity or the number of times eWOM information is exposed to consumers,

can help consumers in evaluating the quality of (Filieri, 2015), brands, because the

number of people who provide reviews about products means that the product has good

sales and reduces doubts when buying products. (Ngarmwongnoi, Oliveira, AbedRabbo,

& Mousavi, 2020) show that information quality has been proven to be supported and has

an influence on information usefulness. Furthermore, information usefulness is

considered a major predictor of (Bae, Lee, Suh, & Suh, 2017) information adoption

purchase intent because people tend to engage with information when they find it useful.

Social media users, either intentionally or unintentionally, are exposed to very large

amounts of eWOM information,, and previous research has found that eWOM

information affects purchase intention. (Yones & Muthaiyah, 2023) Their research stated

The Influence of Ewom and Fear of Missing Out in the Intention to Buy Skincare Products

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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 2283

that eWOM information such as information quality, information credibility, and

information quantity affect information usefulness, information usefulness affects

information adoption, and information adoption mediates the relationship between

information usefulness and purchase intention.

In addition, (Jiang et al., 2021) revealed that trends in the market can increase

people's anxiety not to miss trends. Capturing new trends and satisfying customer needs,

in turn, increases materialism and evokes FOMO in customers (Dinh & Lee, 2022). The

literature on regret about "what should I be doing" versus "what I did" implies that FOMO

can affect the likelihood of a purchase. One of the determining factors linking FOMO and

possible purchases is anticipated excitement. FOMO-laden messages often include fear-

inducing recommendations to protect against "loss"; protective motivations reflect the

importance of the appeal of fear of power; the higher the anxiety triggered by the appeal

of FOMO, the greater the impulse to buy. This is evidenced in empirical studies that

FOMO contributes positively to purchase intention.

The current research is different from the previous research (Jiang et al., 2021),

where the current research also combines with Self Determination Theory represented by

FOMO variables to see its direct influence on consumer behavioural intentions on

purchase intention. It is hoped that this study can increase the depth of knowledge about

digital marketing by examining the determinants that influence consumer behavioural

intentions, which, of course, can also be used as consideration in formulating company

marketing strategies.

Research Methods

This research is a causal deductive research using quantitative methods. The data

used in this study was obtained through the self-administering survey method where the

questionnaire link written on the Google Form was disseminated to respondents online

through social media Whatsapp, TikTok, Instagram and X. This study collected resource

person response data twice in the period November 2023 – January 2024 wherein the first

survey, 35 response data were collected to be used as quality and consistency testing data

from research indicators While the second survey was conducted to collect the final data

needed for testing models and hypotheses using valid and reliable indicators.

Measurement

Measurements for information quality variables were adopted from (Ismagilova et

al., 2020) with 8 points of statements; information credibility was adopted from (Erkan

& Evans, 2016), with 5 points of statements; information quantity was adopted from

López & Sicilia (2014) with 2 points of statements, information usefulness was adopted

from (Hussain et al., 2020) with 4 points of statements, information adoption was adopted

from Shen et al. (2014) with 3 points of statement, FOMO was adopted from Good &

Hyman (2020) with 8 points of statement, while purchase intention was adopted from

(Ismagilova et al., 2020) with 5 points of statement. Thus, the total operationalisation of

this research variable consists of 35 indicators attached to Appendix 2 while the details

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of the questionnaire are attached to Appendix 3. All indicators are measured on the same

5-point Likert scale where 1 is strongly disagree (STS) while 5 is strongly agree (SS).

Population and Sample

The population in this study is all individuals domiciled in Indonesia who are

interested in using beauty products in unknown numbers. Thus, this study uses a non-

probability sampling method with purposive sampling techniques because the

characteristics of respondents have been focused and determined so that the sample can

better represent relevant information for this study. Additional characteristics of

respondents were individuals who accessed TikTok at least five times in the past week,

liked to search for skincare product references on TikTok, knew or had seen Skintific

content on TikTok and followed or unfollowed Skintific on TikTok. The number of

samples is determined using the formula Hair et al. (2019), where the minimum number

of samples required is 5 times the total number of research indicators. With 35 indicators

used, the minimum number of samples required is 175 respondents.

Analyses Data

The data analysis method applied in this study consists of 3 stages. The first stage

is a pretest of the quality of indicators by applying Confirmatory Factor Analysis (CFA)

for validity tests and Cronbach's Alpha for reliability tests conducted using the first survey

data. Then, after the second survey data was collected, Sofyan et al. (2024) conducted a

potential Common Method Variance (CMV) problem by applying Harman's Single

Factor Test method; it was stated that it did not indicate a CMV problem if the total

variance value of all indicators used accounted for < 50% (Podsakoff &; Organ, 1986).

In the last stage, this study applies PLS-SEM to test the models and hypotheses used. The

analysis carried out consists of two stages, namely in the first stage, a measurement model

analysis is carried out by evaluating convergent validity, discriminant validity and

reliability, while in the second stage, testing of model suitability and hypothesis testing is

carried out.

Results and Discussion

This study applies Confirmatory Factor Analysis (CFA) to ensure the quality and

consistency of the indicators used. The measuring instrument is declared valid and

reliable if the Kaiser-Meyer-Olkin (KMO) value > 0.5, Measures of Sampling Adequacy

(MSA) ≥ 0.5 and Cronbach's Alpha > 0.6 (Hair et al., 2019). The pre-test analysis results

showed that all 35 indicators used were declared valid and reliable. The following are the

results of the CFA analysis test presented in Table 1.

Table 1

CFA Analysis Results

Variable

Item

MSA

KMO and Bartlett's

Test

Cronbach's

Alpha

Information Quality

IQ1

0.909

0.893

0.947

IQ2

0.851

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Variable

Item

MSA

KMO and Bartlett's

Test

Cronbach's

Alpha

IQ3

0.861

IQ4

0.932

IQ5

0.904

IQ6

0.888

IQ7

0.925

IQ8

0.869

Information

Credibility

IC1

0.678

0.73

0.896

IC2

0.649

IC3

0.736

IC4

0.877

IC5

0.726

Information

Quantity

IQn1

0.5

0.871

IQn2

0.5

Information

Usefulness

IU1

0.668

0.66

0.873

IU2

0.649

IU3

0.668

IU4

0.657

Information

Adoption

IA1

0.663

0.584

0.856

IA2

0.549

IA3

0.578

FOMO

Fo1

0.935

0.848

0.942

Fo2

0.809

Fo3

0.799

Fo4

0.882

Fo5

0.849

Fo6

0.839

Fo7

0.79

Fo8

0.898

Purchase Intention

PI1

0.838

0.819

0.913

PI2

0.806

PI3

0.839

PI4

0.832

PI5

0.781

The response rate of the survey conducted was 94%. The characteristics of 235

valid respondents show that the majority are female, as many as 88% (206) respondents.

The majority of respondents have an age range of 17-23 years, namely 66% (156), private

employees as much as 43% (102), and domiciled in Java as much as 67% (158).

Furthermore, the results of CMV testing with Harman's Single Factor method showed

that the total variance described from all indicators used was 48.168% smaller than 50%.

Thus, it can be concluded that the data used is free from CMV problems. A summary of

respondents' demographics is shown in Table 2, and CMV test results are attached to

Appendix 5.

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Table 2

Tabulation of Respondent Characteristics (n=235)

In the evaluation of the measurement model, all variables have loading, Composite

Reliability (CR) and Cronbach's Alpha (CA) values > 0.70 and AVE > 0.50. The

measurement of construct validity in this study can be accepted and declared valid

because the majority of indicators in each variable have a loading factor value of > 0.70

and only the IQ1 indicator that has a loading factor <of 0.70 which is 0.699, is still

acceptable. At the same time, the AVE value of all constructs can meet as a reliability

requirement. In addition, the results of the discriminant validity analysis by applying the

Fornell-Larcker Criterion show that the value on the diagonal axis is greater than the

correlation between variables, which means that the validity of the Fornell-Larcker

Criterion discriminant is met. However, it was found that the value of the information

quality construct was smaller than the correlation with other constructs. A summary of

the results of convergent validity and reliability analysis is presented in Table 3, while

the results of discriminant validity are attached to Appendix 5.

Information

Sum

Percentage

Gender

Law Law

12%

Woman

206

88%

Age

17 - 23 years

156

66%

24 - 30 years

29%

31 - 37 years

38 - 45 years

Work

Student

42%

Entrepreneurial

Civil Servants

Private Employees

102

43%

Other

Domisili (Feat.

Sumatera

29%

Jawa

158

67%

Kalimantan

0.04%

Sulawesi

Maluku

0.04%

Bali

0.04%

Riau

0.04%

Bangka Belitung

0.04%

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Table 3

Convergent Validity and Reliability

Variable

Indikator

Validity Konvergen

Reliability

AVE

Information Quality

IQ1

0.699

0.616

0.914

0.910

IQ2

0.770

IQ3

0.798

IQ4

0.746

IQ5

0.802

IQ6

0.800

IQ7

0.839

IQ8

0.815

Information Credibility

IC1

0.863

0.781

0.932

0.930

IC2

0.891

IC3

0.910

IC4

0.865

IC5

0.888

Information Quantity

IQn1

0.852

0.731

0.845

0.633

IQn2

0.858

Information Usefulness

IU1

0.861

0.710

0.866

0.864

IU2

0.863

IU3

0.819

IU4

0.825

Information Adoption

IA1

0.867

0.780

0.86

0.859

IA2

0.875

IA3

0.907

FOMO

Fo1

0.837

0.718

0.948

0.943

Fo2

0.796

Fo3

0.737

Fo4

0.867

Fo5

0.845

Fo6

0.899

Fo7

0.867

Fo8

0.914

Purchase Intention

PI1

0.876

0.787

0.933

0.932

PI2

0.899

PI3

0.936

PI4

0.878

PI5

0.842

Furthermore, this study also conducted a testing test on the potential problem of

multicollinearity. Hair et al. (2019) stated that a VIF value of < 3.30 indicates a

multicollinearity problem-free, while a VIF value of < 5.0 indicates a minor

multicollinearity problem. The test results show that the majority of correlations have a

VIF value of < 3.30, and 2 correlations indicate minor multicollinearity problems. Thus,

it was concluded that the structural equations used were still feasible for use because they

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did not face severe multicollinearity problems that required further modification of

structural equations. Details of the test results are shown in the following Table 4.

Table 4

Collinearity Statistics (VIF)

Furthermore, to evaluate the structural model from the Goodness Fit Model test

results with SRMR values of 0.089 (<0.10) and NFI of 0.812 (< 0.90), it can be said that

the structural model in this study is a good fit. For the R-square value of information

usefulness of 0.673, 67.3% of the variance of information usefulness is explained by

information quality, information credibility, and information quantity. Information

adoption of 0.559 makes 55.9% of the information adoption variance explained by

information usefulness. A purchase intent of 0.593 makes up 59.3% of the variance of

purchase intention, which is explained by information adoption, information usefulness,

information quality, information credibility, and information quantity. Based on these

results, it is concluded that information usefulness has the strongest predictive power,

while information adoption and purchase intention are considered moderate (Hair et al.,

2019). Full results of the Goodness Fit Model test are attached to Appendix 5. The path

analysis of the structural model used can be seen in Figure 2 as follows.

Collinearity statistics (VIF) - inner model - List

VIF

FOMO -> Purchase Intention

1.161

Information Adoption -> Purchase Intention

1.161

Information Credibility -> Information Usefulness

4.299

Information Quality -> Information Usefulness

4.671

Information Quantity -> Information Usefulness

2.618

Information Usefulness -> Information Adoption

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Gambar 2 Path Diagram T- Values

Furthermore, a hypothesis can be said to be accepted if the T-statistic value is

greater than the T-table value of 1.96 (5%). Based on the hypothesis test table below, it

is known that 5 hypotheses have T-statistic values above 1.96, so it is concluded that the

hypothesis can be accepted. While 1 hypothesis (H1) has a T-statistic below 1.96 so, the

hypothesis is rejected. A summary of the hypothesis test results is shown in Table 5, and

complete information on the hypothesis test results is presented in Appendix 5.

Table 5

Hypothesis Test Results

Hipotesis

Hypothesis Statement

T-

Statistic

Coefficient

Conclusion

Information quality positively

affects information usefulness

1.472

0.197

The data do

not support

the

hypothesis.

Information credibility

berpengaruh positif terhadap

information usefulness

3.93

0.593

The data

support the

hypothesis.

Information quantity positively

affects information usefulness

2.94

0.321

The data

support the

hypothesis.

Information usefulness positively

affects information adoption

15.543

0.748

The data

support the

hypothesis.

Information adoption has a positive

effect on purchase intention

11.157

0.593

The data

support the

hypothesis.

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Hipotesis

Hypothesis Statement

T-

Statistic

Coefficient

Conclusion

Fear of missing out has a positive

effect on purchase intention

6.517

0.317

The data

support the

hypothesis.

Based on hypothesis testing, the study produced several findings. First, information

quality does not have a significant effect on information usefulness. This is because the

information on Skintific through TikTok is not relevant to user needs. In addition, the

information in the content provided is difficult for users to understand because the

information on Skintific is less detailed. That is, although information quality is

improved, it does not increase information usefulness. These results support the findings

of Rizal et al. (2021) and Fanoberova and Kuczkowska (2016) that information quality

does not have a significant effect on information usefulness. When users search for

information on TikTok, they may not consider the quality of information from Scientific

Skincare; they tend to see its credibility without considering its quality.

Second, information credibility has a positive effect on information usefulness.

These results show that Skintific has succeeded in convincing customers through TikTok

by providing reliable, reliable, and fact-consistent information. If information about a

product is credible, then the information can be considered capable of causing perception

and trust for users (Rizal et al., 2021). This finding is supported by (Filieri, 2015), who

argues that customer beliefs about information can be influenced by information

credibility, which is useful for customers in conducting simple evaluations to make

decisions (Sussman & Siegal, 2003). This means that the content received and responded

to positively by many TikTok users indicates that the response to Scientific information

is considered good and useful.

Third, information quantity has a positive effect on information usefulness. This is

because, on TikTok, there is much content about Skintific, and the information is useful

for customers. This finding is in accordance with research from Jones & Muthaiyah

(2023) and Ngarmwongnoi et al. (2020). High review frequency helps consumers

evaluate the quality of a product compared to a small frequency of reviews, so it can be

useful to reduce perceived risk and can help review consistency.

Fourth, information usefulness has a positive effect on information adoption. This

finding shows that TikTok provides informative and useful information for customers to

get to know about scientific products. The usefulness of such information may influence

customers to adopt it. Since the information on TikTok about Skintific shows reviews

from many old and new consumers about the product, it helps customers to know the

product more and get to know it, thereby increasing their knowledge and acceptance. This

result is in line with research from Sardar et al. (2021), which states that information that

is considered useful according to customer needs and goals will have a greater possibility

for customer information adoption.

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Fifth, information adoption has a positive effect on purchase intention. These results

show that customers receive information about Skintific based on recommendations from

content that demonstrates Skintific products through TikTok, such as content popularised

by influencers or content from customer engagement itself. When customers adopt

information, they can learn something new from Skitinfic, thus driving the customer's

intent to make a purchase. This research is relevant to research from Sardar et al. (2021),

who found that most information adoption models are used to improve understanding of

how intentions are formed through messages received through eWOM communication.

Sixth, FOMO has a positive effect on purchase intention. This finding shows that

customers are worried about being left behind by others when it comes to getting the latest

information about Scientific products on TikTok. They also feel anxious about missing

moments when using Skintific products, so this affects their intention to make a Skintific

purchase. A statement from Van Parijs et al. (2020) explains that strong feelings of

FOMO influence the increase in purchase intention in consumers. In line with this

statement, revealed that trends on social media can increase people's anxiety not to miss

trends. Capturing new trends and satisfying customer needs, in turn, increases materialism

and evokes FOMO in customers (Bae et al., 2017). So that FOMO can increase purchase

intention.

Conclusion

In this study, the majority of hypotheses were successfully proven, namely, that

information quality does not have a significant effect on information usefulness. This

result shows that users do not feel the benefits of the scientific content displayed because

the information received is difficult to understand. Therefore, marketers need to present

scientific product content that will be shared with users that is easy to understand and

relevant to their needs, for example, by paying attention to content that better explains the

usefulness of the product in detail and in accordance with the facts for users. While

information credibility and information quantity positively affect information usefulness,

and information usefulness mediated by information adoption affects purchase intention,

FOMO subsequently positively affects purchase intention. These results show that users

are encouraged to make purchases when evaluating products, and the usefulness of

information from scientific content received can be felt. Based on this, marketers must

focus on credibility and frequency of content aired that can provoke consumers' desire to

use Scientific products so as not to be left behind with others. This can be done by the

company taking part by briefing content creators for content that is relevant to user needs.

Furthermore, the popularity of content will increase feelings of anxiety in users because

they feel afraid of being left behind by what others are feeling, thus strengthening

purchase intent. Self-determination theory by (Ryan & Deci, 2017) is used as a reference

better to understand the direct influence of FOMO on purchase intention.

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