Pengaruh Fear of Missing Out (FOMO) dan Social Media Marketing terhadap Niat Pembelian pada Produk Healthy

Abstrak

The food and beverage industry in Indonesia has stimulated a surge in
Indonesian youth's practice of consuming nutritious food, resulting in fierce
rivalry among enterprises in the healthy food sector. In order to manage the
highly competitive business environment, organizations have increasingly
resorted to utilizing social media marketing as a means to increase consumer
inclination to make purchases. However, the widespread use of social media
has led to concerns about individuals feeling excluded or perceived as
outdated, a phenomenon commonly known as Fear of Missing Out (FOMO).
The objective of this study is to examine the influence of Fear of Missing Out
(FOMO) through social media marketing on consumers' inclination to make
a purchase. We administered a survey using Google Forms to 120 participants
aged between 18 and 34. We then analyzed the collected data using partial
least squares structural equation modeling (PLS-SEM). The results indicate
that both the fear of missing out (FOMO) and social media marketing have a
beneficial impact on the desire to purchase healthy food goods. Utilizing the
fear of missing out (FOMO) in social media marketing techniques can
successfully enhance consumer attention and stimulate sales in the healthy
food industry.