The Influence of Social Factors, Social Media and Fear of Missing Out (FOMO) on the Use of Makeup Cosmetics at School: A Study of Female Students of State Senior High School 5 Binjai
DOI:
https://doi.org/10.55927/jsih.v5i1.3Keywords:
Social Factors, Social Media, Fear of Missing Out, Use Of Makeup CosmeticsAbstract
This study aims to explore and analyze the influence of various factors on the behavior of makeup cosmetics use among female students of SMA Negeri 5 Binjai, specifically highlighting the role of social factors, social media, and the phenomenon of Fear of Missing Out (FoMO). This study uses a quantitative approach, where data is collected at a single point in time to understand the relationship between variables simultaneously. The research sample was obtained through a purposive sampling technique, which allows researchers to reach participants through the respondents' social networks, resulting in a total of 184 female students becoming the sample of this study based on the Taro Yamane formula and completing a questionnaire consisting of 50 questions. Data analysis was carried out using Structural Equation Modeling (SEM), which allows researchers to test direct and indirect relationships between the factors studied. The results show that the use of cosmetics among female students of SMA Negeri 5 Binjai is significantly influenced by social media, social factors, and fear of missing out (FoMO), both directly and indirectly, with a pattern of relationships that demonstrates the complexity of adolescent psychosocial dynamics. Social media has been shown to have a direct influence on cosmetic use as well as an indirect influence through FoMO, confirming FoMO's role as an important mediator. While social factors have a direct influence on cosmetic use, these variables do not trigger FoMO, thus FoMO does not act as a mediator in the relationship.
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