Pengaruh Personalisasi Algoritma TikTok dan FOMO Terhadap Keputusan Pembelian Melalui Citra Merek Produk Skincare Skintific

Abstract

This study aims to analyze the influence of TikTok algorithm personalization and Fear of Missing Out (FOMO) on purchase decisions through brand image of Skintific skincare products. A quantitative approach was employed using a survey method involving 235 users and purchasers of Skintific skincare products in East Java, selected through purposive sampling. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that TikTok algorithm personalization has a positive effect on both purchase decisions and brand image, while FOMO positively affects purchase decisions but has no significant effect on brand image. Furthermore, brand image positively influences purchase decisions and mediates the relationship between TikTok algorithm personalization and purchase decisions. However, brand image does not mediate the relationship between FOMO and purchase decisions. This study received no external funding. The originality of this research lies in examining the mediating role of brand image in the relationship between TikTok algorithm personalization, FOMO, and purchase decisions in the context of Skintific skincare products, a topic that has received limited attention in previous studies.