Analisis Penggunaan Strategi FOMO (Fear of Missing Out) Marketing dalam Siaran Shopee Live Streaming pada Produk Skincare

Abstract

The development of live-streaming features on e-commerce platforms has encouraged businesses to adopt various marketing strategies to attract consumer interest, one of which is the Fear of Missing Out (FOMO) strategy. This study aims to evaluate the use of FOMO marketing strategies in Shopee Live broadcasts featuring skincare products. The study employed a descriptive qualitative approach, with data collected through non-participant observation of Shopee Live broadcasts from three skincare brands: Emina, The Originote, and Elformula. Each brand was observed three times during evening live-streaming sessions between July 22 and 24, 2026. The data were analyzed using qualitative descriptive analysis, involving data reduction, data presentation, classification, and conclusion drawing. The findings identified five types of FOMO strategies used by livestream hosts: limited time, product scarcity, exclusive offers during live broadcasts, additional benefits, and social proof. Among these categories, limited-time strategies were the most frequently observed, with 17 occurrences, followed by exclusive offers during live broadcasts (10 occurrences), additional benefits (5 occurrences), product scarcity (4 occurrences), and social proof (3 occurrences). These findings indicate that FOMO marketing strategies for skincare products on Shopee Live rely more heavily on creating urgency and promotional exclusivity than on approaches based on social proof.