Gen Z Shopping Secrets: Live Shopping, Influencers, and FOMO Drive Skincare Purchase Decisions

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FORMOSA NEWS

Online shopping trends via social media, particularly TikTok Shop, are increasingly dominating consumer habits among the youth. A recent study conducted by Clarrisa Kurnia Fitriani and two fellow researchers from Universitas 17 Agustus 1945 Surabaya examines the factors driving purchase decisions for Glad2Glow skincare products in Surabaya City in July 2026. This research is highly critical given that the social commerce industry is developing rapidly, positioning Indonesia as one of the markets with the largest transaction values globally.

This rapid growth is driven by shifts in consumer behavior, especially Generation Z, who rely heavily on digital technology and social media. Amidst fierce competition in the beauty industry—where popular brands like Skintific and Glad2Glow compete for market share—digital marketing strategies have become key determinants. However, many brands face challenges regarding inconsistent results from their marketing strategies, necessitating a deep understanding of the role of brand trust as a bridge connecting digital marketing strategies to final consumer choices.

To examine this phenomenon, the study employed a quantitative approach using a survey method. The sample comprised 200 respondents from Generation Z aged 17 to 27 years in Surabaya who were active TikTok Shop users and had purchased Glad2Glow products at least twice. Sampling was conducted using a purposive sampling technique. Data analysis was performed using a variance-based statistical technique, namely Partial Least Squares-Structural Equation Modeling (PLS-SEM), with the assistance of SmartPLS 4.0 software.

The data analysis results demonstrate that digital strategies exert a significant impact on consumers, highlighting several key findings:

• Direct Effects: Live shopping, influencer marketing, and the Fear of Missing Out (FOMO) significantly affect both the formation of brand trust and direct purchase decisions.
• The Role of Brand Trust: Brand trust significantly mediates the relationship between live shopping, influencer marketing, and FOMO on consumer purchase decisions.
• Dominant Factor: The live shopping variable plays the most prominent role within this research model, particularly in building consumer trust toward a brand.

These findings confirm that live shopping activities function not merely as promotional media, but also as an effective tool to build product credibility. Through real-time direct interaction, product demonstrations, and reviews from influential figures, consumer doubts can be significantly reduced. Furthermore, the fear of missing out on trends or FOMO has been shown to drive young consumers to purchase products currently viral on social media.

For businesses and the beauty industry, these research findings offer strategic implications to continuously optimize the visual quality of live streams and carefully select influencers with high reputation and credibility. For consumers, particularly the younger generation, the study advises exercising greater wisdom in examining product quality, benefits, and safety before purchasing, rather than being easily driven solely by trends.

Author Profiles

• Clarrisa Kurnia Fitriani – Student at Universitas 17 Agustus 1945 Surabaya.
• Ida Bagus Cempena – Lecturer and researcher at Universitas 17 Agustus 1945 Surabaya.
• Estik Hari Prastiwi – Lecturer and researcher at Universitas 17 Agustus 1945 Surabaya.

Research Sources:

• Article Title: Analysis of The Effect of Live Shopping, Influencer Marketing, and Fear of Missing Out on Purchase Decision Through Brand Trust of Glad2Glow Products on Tiktok Shop in Surabaya
• Journal Name: International Journal of Management Analytics (IJMA)
• Publication Year: 2026
• DOI: https://doi.org/10.59890/ijma.v4i3.5