Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Novel Idris Abbas
Universitas Muhammadiyah Surakarta
Computer Science & IT Engineering Medicine & Pharmacology Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Effect of Social Media Marketing Activities (SMMa) and Fear of Missing Out Behavior on Purchase Intention of Hammersonic Music Concert Tickets Cahyo Hapsoro; Novel Idris Abbas
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Purpose: This study aims to analyze the impact of Social Media Marketing activities (customization, entertainment, trendiness, interaction) and Fear of Missing Out (FoMO) on the purchase intention of Hammersonic concert tickets.Methodology: Employing a quantitative method, data were collected from 250 active social media users of Hammersonic via online questionnaires. Structural Equation Modeling (SEM) with SmartPLS was used to test the relationships.Results: Results reveal a significant positive effect of all SMMa dimensions and FoMO on purchase intention, emphasizing the role of personalized and engaging digital marketing.Applications/Originality/Value: This research fills a gap by integrating multiple SMMa elements and psychological factors in the non-K-Pop concert context in Indonesia, contributing to both academic theory and practical marketing strategies in the entertainment industry.
Co-Authors Cahyo Hapsoro