Dapatkah Inovasi Produk Kecantikan Meningkatkan Minat Beli?

Anggi Katarina Sari, Tri Utomo Prasetyo

Abstract


Consumer purchasing interest in beauty products is now influenced by psychological and digital factors such as product innovation, fear of missing out (FOMO), and online customer reviews (OCR). Beauty trends are growing rapidly, with consumers relying heavily on digital platforms before purchasing products. This study aims to examine the influence of product innovation, FOMO, and OCR on purchasing interest in a new beauty product, Somethinc Copy Paste CoverBlur Powder Foundation. This study involved 187 respondents based on purposive sampling. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results show that product innovation, fear of missing out (FOMO), and online customer reviews (OCR) have a positive effect on purchasing interest. These findings suggest that the beauty industry needs to continue to innovate, maximize digital strategies, and build trust through customer reviews to increase consumer purchasing interest.

Keywords


innovative product, new product, purchase interest.

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2730

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