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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Rismanto Hilman
Universitas Garut
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Viral Marketing dan Fear of Missing Out Terhadap Keputusan Pembelian Pada Produk Parfum H.M.N.S di Garut Rismanto Hilman; Anwil Wafa Syawaludin; Arsyi Fauzan; Mardhan Muhammad Ramdani
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 5 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i5.11740

Abstract

This study focuses on examining the effect of Viral Marketing and Fear of Missing Out (FOMO) on consumer purchase decisions for H.M.N.S perfume products in Garut. The research background is driven by the rapid development of digital media that has transformed consumer behavior, where viral marketing strategies and psychological drivers such as FOMO increasingly influence purchasing decisions. The purpose of this study is to analyze the influence of Viral Marketing and FOMO on consumer purchase decisions. The research employed a quantitative approach with data collected through questionnaires from 100 respondents, and data were analyzed using Partial Least Squares (PLS) to test validity, reliability, and relationships among variables. The results indicate that Viral Marketing and FOMO significantly influence Purchase Decisions for H.M.N.S perfume products, with path coefficients of 0.329 (positive effect) and 0.178 (positive effect), respectively. The adjusted R-squared value of 0.178 indicates that the independent variables explain 17.8% of the variance in Purchase Decisions, while the remaining 82.2% is influenced by other factors outside the model. The findings emphasize the importance for companies to enhance sales not only through digital marketing strategies delivered via influencers and digital media environments, but also through psychological factors such as fear of missing out, which reflects consumers’ desire to own popular products and may lead to anxiety and compulsive purchasing behavior within a purchase decision framework in the context of local perfume products.
Pengaruh Brand Authenticity Dan Emotional Attachment Terhadap Buying Decision Melalui Brand Trust Sebagai Variabel Mediasi Pada Produk Donat Di Kafe Gula Sarah Siti; Alamanda Turipanam Dini; Rismanto Hilman
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 10 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i10.13419

Abstract

This study aims to analyze the influence of brand authenticity and emotional attachment on buying decisions, with brand trust serving as a mediating variable, among consumers of Donat Gula Padi in Garut Regency. The study employs a quantitative method using a survey approach. Data were collected via questionnaires distributed to 100 Generation Z respondents who had purchased or consumed Donat Gula Padi, utilizing a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the aid of SmartPLS software. Model testing involved evaluating the outer model and inner model, as well as hypothesis testing via bootstrapping. The results indicate that brand authenticity has a positive and significant effect on brand trust and buying decisions; brand trust has a positive and significant effect on buying decisions; and emotional attachment has a positive and significant effect on both brand trust and buying decisions. Furthermore, the analysis of indirect effects reveals that brand trust mediates the influence of brand authenticity on buying decisions, as well as the influence of emotional attachment on buying decisions. These findings indicate that brand authenticity and consumer emotional attachment are crucial factors in building brand trust, which ultimately drives increased consumer buying decisions for Donat Gula Padi. The study offers implications for MSME operators to consistently maintain brand authenticity, strengthen emotional connections with consumers, and enhance brand trust in order to foster higher and sustainable buying decisions
Co-Authors Alamanda Turipanam Dini Anwil Wafa Syawaludin Arsyi Fauzan Mardhan Muhammad Ramdani Sarah Siti