SOCIAL COMPARISON, MATERIALISME, DAN FOMO SEBAGAI PENGARUH NIAT BELI KONSUMEN YANG DIDUKUNG OLEH CELEBRITY INFLUENCER (Studi pada produk Azarine Hydrasoothe Sunscreen Gel SPF 45 PA+++)

Abstract

ABSTRACT This research discusses the impact of celebrity influencer imitation. Celebrity influencer, which becomes primary object of comparison on social media, encourages individuals to mimic their behavior and lifestyle. Social comparison relates to material aspects, leading to materialism as the center of life or a source of satisfaction, and the phenomenon of "missing out" or FOMO also emerges, where concerns about non-involvement in experiences or not obtaining praised products by others trigger anxiety, which in turn affects purchasing behavior. This research provides a deeper understanding of how celebrity influencer imitation can influence the thoughts, feelings, and actions of individuals in the era of social media. This research uses a quantitative method. Data analysis is performed using SmartPLS software version 4.0 and Structural Equation Modeling (SEM) method. The results show that social comparison and FOMO factors supported by celebrity influencer imitation influence consumer purchase intentions. Meanwhile, materialism supported by celebrity influencer imitation has a positive but not significant influence on purchase intentions.