UNVEILING BRAND INFLUENCE: HOW FOMO AND PERCEIVED PRICE SHAPE FAST-BEAUTY PURCHASE INTENTION ON LIVE SHOP TOKOPEDIA

Abstract

This study examines how the Fear of Missing Out (FOMO) and perceived price shape Gen-Z purchase intention for fast-beauty products on live Shop Tokopedia. Employing a quantitative survey, with 104 Gen-Z live-stream viewers purposively selected. The results show that FOMO does not influence purchase intention, while perceived price proves a strong influence. When combined, FOMO and perceived price significantly influence purchase intention, indicating that emotional triggers need to be backed by clear, value-based pricing to turn interest into actual sales. These insights suggest that live-shop marketers should pair urgency cues with transparent pricing to improve conversions among young consumers.

Keywords : FOMO, Perceived Price, Purchase Intention, Live-streaming.