Published: 2026-08-01

Pengaruh Fear Of Missing Out (FOMO) Terhadap Harmonious Brand Passion dan Obsessive Brand Passion Serta Dampaknya Terhadap Brand Addiction Pada Konsumen Skincare di Media Sosial

DOI: 10.35870/jemsi.v12i4.6787

Fina Puspita Laut, Ritta Setiyati
  • Fina Puspita Laut: Universitas Esa Unggul
  • Ritta Setiyati: Universitas Esa Unggul
Cover JEMSI Volume 12 Nomor 4 Agustus 2026
Article Metrics
Share:

Abstract

This study aims to analyze the effect of Fear of Missing Out (FOMO) on harmonious brand passion (HBP) and obsessive brand passion (OBP), as well as the impact of obsessive brand passion on brand addiction among skincare consumers on social media. The increasing phenomenon of FOMO, driven by the intensity of social media usage, encourages consumers to follow trends, particularly in skincare products associated with lifestyle and self-image. This study employs a quantitative approach using a survey method involving 150 respondents who are active social media users and have purchased skincare products. The sampling technique used is purposive sampling, and the data are analyzed using linear regression with SPSS. The results show that FOMO has a positive and significant effect on both HBP and OBP. In addition, OBP also has a positive and significant effect on brand addiction. These findings indicate that higher levels of FOMO lead to stronger emotional attachment to brands, both harmoniously and obsessively, which ultimately increases the tendency toward addictive consumption behavior. This study implies that social media-based marketing strategies should be implemented carefully to avoid encouraging excessive consumer behavior.

Keywords

Fear of Missing Out (FOMO); Harmonious Brand Passion; Brand Addiction; Skincare; Media Sosial

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Laut, F. P., & Setiyati, R. (2026). Pengaruh Fear Of Missing Out (FOMO) Terhadap Harmonious Brand Passion dan Obsessive Brand Passion Serta Dampaknya Terhadap Brand Addiction Pada Konsumen Skincare di Media Sosial. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(4), 3687-3702. https://doi.org/10.35870/jemsi.v12i4.6787
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 4 (2026)

  • Section: Articles

  • Published: 2026-08-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies
Fina Puspita Laut, Universitas Esa Unggul
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Esa Unggul, Indonesia.

Ritta Setiyati, Universitas Esa Unggul
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Esa Unggul, Indonesia.

References
  • Adfioni, T., & Sari, A. Y. (2025). Pengaruh FOMO terhadap impulsive buying generasi Z kota Padang pada produk Elformula dengan brand passion sebagai mediasi. Management Studies and Entrepreneurship Journal, 6(2), 1037–1048.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Apolo, M., & Kurniawati, M. (2023). Pengaruh fear of missing out (FOMO) terhadap perilaku konsumtif penggemar KPOP remaja akhir pada produk merchandise KPOP. Innovative: Journal of Social Science Research, 3(6), 3847–3858.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ardianti, T., & Sofyan, J. F. (2024). The influence of eWOM and fear of missing out in the intention to buy skincare products through TikTok. Jurnal Indonesia Sosial Teknologi, 5(5), 2281–2293.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Bai, S., Yin, Y., Yu, Y., Wei, S., & Wu, R. (2021). Effects of self-expressive brand and susceptibility to interpersonal influence on brand addiction: Mediating role of brand passion. Frontiers in Psychology, 12, 602023.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Elhajjar, S., Kaskas, M., & Tlaiss, S. (2022). Investigating the causes and consequences of addiction to high-tech brands. Technology Analysis & Strategic Management, 34(8), 974–987.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fitri, H., Hariyono, D. S., & Arpandy, G. A. (2024). Pengaruh self-esteem terhadap fear of missing out (FOMO) pada generasi Z pengguna media sosial. Jurnal Psikologi, 1(4), 21. https://doi.org/10.47134/pjp.v1i4.2823.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Francioni, B., Curina, I., Hegner, S. M., & Cioppi, M. (2021). Brand addiction: Brand characteristics and psychological outcomes. Journal of Consumer Marketing, 38(2), 125–136.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ghozali, I. (2018). Analisis multivariate dengan program IBM SPSS 26. Universitas Diponegoro.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Gilal, F. G., Paul, J., Thomas, A., Zarantonello, L., & Gilal, R. G. (2023). Brand passion: A systematic review and future research agenda. Journal of Brand Management, 30(6), 490–515.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hisbullah, M. A. D., Purnamasari, E. D., & Emilda, E. (2023). Pengaruh viral marketing dan fear of missing out terhadap keputusan pembelian konsumen produk Mixue di Kota Palembang. Jurnal Nasional Manajemen Pemasaran & SDM, 4(3), 166–177. https://doi.org/10.47747/jnmpsdm.v4i3.1581.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ilahi, W. R., & Febriani, E. (2024). The phenomenon of fear of missing out Instagram social media in Generation Z in the 2024 presidential election. Jurnal Indonesia Sosial Teknologi, 5(10).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Iqbal, M., & Afwa, A. (2025). The impact of fear of missing out (FOMO) on obsessive-compulsive buying behavior: Exploring the role of brand passion (Generation Z in Pekanbaru City). 13(September), 579–593.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Japutra, A., Gordon-Wilson, S., Ekinci, Y., & Adams, E. D. (2025). The dark side of brands: Exploring fear of missing out, obsessive brand passion, and compulsive buying. Journal of Business Research, 186. https://doi.org/10.1016/j.jbusres.2024.114990.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Le, M. T. H., Nguyen, T. K., McClelland, R., Antunes, P., & Thuan, N. H. (2025). Exploring the dichotomy between brand addiction and brand love: A comprehensive analysis. Asia Pacific Journal of Marketing and Logistics, 37(10), 2918–2938.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Mrad, M., & Cui, C. C. (2020). Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research, 113, 399–408.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Pourazad, N., Stocchi, L., & Pare, V. (2020). The power of brand passion in sports apparel brands. Journal of Product & Brand Management, 29(5), 547–568.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Putri, N. L. I., Nareswari, A., Irdiana, S., & Robustin, T. P. (2025). Fear of missing out and skincare decisions: A review of Generation Z’s digital consumption behavior. In Proceeding International Conference on Economics, Business and Information Technology (pp. 396–401).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ramadhan, M. I., Wijaya, S. N. F., Lestari, S. A., & Maulana, A. (2025). Pengaruh media sosial dan fear of missing out (FOMO) terhadap keputusan pembelian di TikTok Shop. Jurnal Ilmiah Wahana Pendidikan, 11(11.D), 215–235.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sudrajad, I., & Edastama, P. (2025). The role of fear of missing out on purchase intention through the use of Paylater services. Quantitative Economics and Management Studies (QEMS), 6(5), 0–7.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sugiyono. (2021). Metodologi penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Vallerand, R. J., Blanchard, C., Mageau, G. A., Koestner, R., Ratelle, C., Léonard, M., Gagné, M., & Marsolais, J. (2003). Les passions de l’âme: On obsessive and harmonious passion. Journal of Personality and Social Psychology, 85(4), 756.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wahida, N., Burhanuddin, B., Haeruddin, M. I. W., Musa, M. I., & Aslam, A. P. (2024). Pengaruh fear of missing out dan brand trust terhadap keputusan pembelian produk The Originote: Studi pada mahasiswa program studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. EBISMAN: E-Bisnis Manajemen, 2(1), 30–43.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wang, T., Thai, T. D.-H., Ly, P. T. M., & Chi, T. P. (2021). Turning social endorsement into brand passion. Journal of Business Research, 126, 429–439.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Widirahayu, M. D. A., & Husna, J. (2024). Dampak perbandingan sosial di Instagram terhadap FOMO dan social anxiety di era digital: Sebuah kajian deskriptif pada mahasiswa. Jurnal Jejak Hukum Indonesia (JHI), 1(2), 64–73.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yani, E. U. (2023). Pengaruh social media marketing dan FOMO terhadap purchase intention melalui electronic word of mouth. Jurnal Pendidikan Tambusai, 7(2019), 18020–18031.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads

Powered by Contrimetric

Recommendations