HEDONIC MOTIVATION AND INFLUENCER MARKETING EFFECTS ON YSL BEAUTY PURCHASE DECISIONS: THE MEDIATING FUNCTION OF FOMO

Authors

  • Josephine Chandra Universitas Tarumanagara, Indonesia
  • Rodhiah Tarumanagara University, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.18788

Abstract

This research aims to analyze the influence of hedonic motivation and influencer marketing on purchase decisions for YSL Beauty products with Fear of Missing Out (FOMO) as a mediating variable. The study employed a quantitative approach with cross-sectional design. Data were collected through online questionnaires distributed to 218 Generation Z consumers domiciled in West Jakarta who had purchased YSL Beauty products. Analysis used Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that hedonic motivation and influencer marketing have positive and significant effects on purchase decisions both directly and indirectly through FOMO as mediation. The R² value for FOMO was 0.420 and for purchase decisions was 0.383, indicating moderate predictive capability. Influencer marketing had the strongest effect on FOMO (0.402), followed by hedonic motivation (0.356). All hypotheses were accepted with significance levels below 0.05. These findings provide theoretical contributions to consumer behavior literature in luxury cosmetics and practical implications for digital marketing strategies.

Downloads

Published

2026-01-01

How to Cite

Chandra, J., & Rodhiah. (2026). HEDONIC MOTIVATION AND INFLUENCER MARKETING EFFECTS ON YSL BEAUTY PURCHASE DECISIONS: THE MEDIATING FUNCTION OF FOMO . International Journal of Economics, Business and Accounting Research (IJEBAR), 9(4). https://doi.org/10.29040/ijebar.v9i4.18788

Issue

Vol. 9 No. 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).